Sony, Walmart among Snapchat's official Olympic ad partners
Snapchat has partnered with Sony Pictures, Walmart, Dick's Sporting Goods, Hershey's, Dunkin' Donuts, Haribo and Ford for campaigns linked to the Summer Olympics in Rio. Sony is driving a "360-degree, cross-channel marketing campaign across television, digital and social" and has purchased an undisclosed number of Snap Ads to capitalise on the release of its movie Angry Birds, which coincides with the Games. Meanwhile, Walmart aims to use Snap Ads to persuade users to buy American products by tapping into a sense of sporting patriotism.

Snapchat has revealed the seven brands it’s selected as partners for the duration of the Olympic Games as it looks to capitalise on the content running on the platform.

Sony Pictures, Walmart, Dick's Sporting Goods, Hershey's, Dunkin' Donuts, Haribo and Ford will all run adverts on its Live Story and Discover channels, Ad Week reported today (6 August).

It doesn’t affect other brands that are taking to Snapchat – such as Samsung – they will simply not be official partners.

Offering up an example of the kind of content the brand partners will be involved in, Ad Week said that Sony has bought a number undisclosed number of Snap Ads, which will be used to promote the digital release of The Angry Birds Movie.

"As we are releasing The Angry Birds Movie during the sweet spot of the Summer Olympic Games where we know there will be an increase in live family television viewing, we are driving a 360[-degree], cross-channel marketing campaign across television, digital and social," said Lexine Wong, senior EVP, worldwide marketing, Sony Pictures Home Entertainment.

"We are extending the social campaign into Snapchat as the exclusive entertainment category partner with engaging custom Olympic-themed creative to align with Snapchat's Olympic Story."

Meanwhile, Walmart will be using Snap Ads in a bid to tap into the sense of patriotism the Games induces and will talk up its commitment to purchasing more American-made products.