The Bachelor debuts Snapchat-exclusive after show, Watch Party
By Danny Parisi
December 23, 2016
Fans of ABCs The Bachelor will soon have another way to catch up on all the dramatic happenings thanks to the introduction of a new Snapchat companion show.
The mobile-exclusive show is called Watch Party: The Bachelor. ABC is attempting to capture the attention of its viewers across channels with this new initiative.
Earlier this year, we worked closely with Snap on a very successful The Oscars Live Story, and we look forward to building on that relationship and providing Snapchats mobile-centric users with a unique, immersive experience around our shows and brands, said John Frelinghuysen, executive vice president of digital media, strategy and business development at Disney|ABC Television Group.
After show catchup
Companion shows and after shows have long been a staple of both reality shows and high-stakes dramas. Talking Dead, the companion show to AMCs The Walking Dead exploded in popularity when it debuted.
Those companion shows are an excellent way to give fans of a certain program an extra kick of content for when they are craving more information about their favorite characters and personalities.
But now, some brands are taking the traditional format of a companion show or after show, and transplanting it to an entirely new channel mobile.
Watch Party: The Bachelor will be one of the first to make use of this new format, airing exclusively on Snapchat under the Discovery tab, this new show will allow consumers to catch up on every new development on The Bachelor, as well as look forward to the next episode.
Basically anything you could get out of a traditional after show program, but on a mobile device.
The format also allows for quicker, more digestible content with the same level of production value and guest quality.
This move also represents a larger movement on Snapchats part to start producing more of its own original content.
The platform already has a massive audience of users who check in on Snapchat everyday, now it is starting to try to draw those users in with original content.
The platform already hosts an E! Network entertainment news program called The Rundown (see story
By grabbing another high-profile property to produce content for, Snapchat continues its march towards mixing social media with a standard media company format.
With the upcoming Watch Party: The Bachelor we look forward to working together with Snapchat to not only reach Bachelor fans in an entirely new way, but to also provide our advertising partners with even more opportunities, Mr. Frelinghuysen said.