How Snapchat created a hit shoppable show with the Art of the Drop

MCP web Sean Mills

When Snap head of content material Sean Mills got down to create a store­pable show for Snapchat, he wished it to look nothing like QVC. Art of the Drop, which debuted in November, is a extremely concentrated 4­-minute show that ex­plores the intersection of design, celeb, and commerce, made in collaboration with cellular video procuring platform Ntwrk. Every episode options a celeb collabora­tor speaking about the design of a restricted­ launch merchandise unique to the show. The primary episode (of 10 to this point) included a $250 plati­num cash counter from celeb jeweler Ben Baller that offered out inside 24 hours; in reality, every merchandise featured throughout the show’s first 5 episodes offered out. Hundreds of thousands have tuned in to this point to observe (the firm re­ported 500 million lively month-to-month customers in Might). “Commerce is one of these layers to make [Snapchat] extra interactive. You’re leaned in, whether or not you purchase the product or not,” says Mills, who has introduced that he’s leaving Snap at the finish of September.