This weekend’s American Music Awards heralded the debut of a new ad format on messaging app Snapchat, following its recent 20-second trailer for the movie Ouija. Last night, Snapchat users saw a new ‘Our Story’ stream of content for the AMAs, positioned at the top of their My Friends screen. Anyone tapping through would see a mixture of photos and videos from the awards, sponsored by Samsung for its Galaxy brand of smartphones and tablets. Our Story launched earlier this year as a way for people to collect snaps with friends from specific live events, but it seems Snapchat is now targeting the feature at brands too – especially around popular television events like the AMAs. In that sense, the new ad format will be competing with Twitter’s Amplify, which has been used for big sports matches and MTV’s Video Music Awards.
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