Vox Media is expanding its reach across social media, digital, mobile and television with a host of new partnerships.
The company revealed during its NewFronts presentation Wednesday at Milk Studios in New York that its Snapchat partnership will expand to feature “major cultural moments” from all eight Vox Media properties on the Discover platform. Currently, Vox.com was the only publication with a presence there. In order to accomplish this, Vox is creating a Snapchat Studio.
Vox said it has also inked a deal with Telemundo for its sports property, SB Nation. The deal will create a mobile-first, bilingual property to reach Millennial Hispanic sports fans. Coverage will include soccer, mixed martial arts and boxing. SB Nation will partner with NBC Sports to develop and distribute Sunday Night Football coverage, including a slate of original digital video series created by SB Nation and NBC Sports, “dedicated to up-to-the moment social coverage and content, and custom branded content produced by Vox Creative, Vox Media’s brand solutions division,” Vox said. Marketers, as a result, will have access to audiences on NBCSports.com and SB Nation. The deal comes on the heels of NBC’s $200 million investment in Vox Media in August.
The company also unveiled a Curbed partnership with NBC’s Bravo in which the real estate-centric site will oversee a home-themed section on BravoTV.com focused on its “Love Where You Live” section. The collaboration, which will launch in fall, will include on-air promotions by Bravo and branded content opportunities produced by Vox Creative.
In regards to advertising, NBC Universal and Vox Media partnered on an ad marketplace called “Concert” last month. “Concert,” whose launch partner is AT&T, makes use of Google’s new programmatic technology to sell custom creative units.
On the entertainment front, Vox Entertainment, the company’s Los Angeles-based programming and development division, has partnered with A+E Networks’ FYI channel. FYI has green-lit a new home genre series, the working title of which is “Prefabulous.” The show is Vox Media’s first brand extension to television, and will focus on “America’s next big trend in real estate: prefabricated homes,” the company said.
“Prefabulous” is produced by Vox Entertainment and Curbed, Vox Media’s real estate and home brand, will partner with FYI to provide editorial, creative and promotional elements for the series. Production begins immediately on eight half-hour episodes.
“The idea behind Vox Entertainment is our belief that TV programming has never been in higher demand — this next wave of TV consumer just expects more out of it and is watching it on their own terms,” Chad Mumm, vice president of Vox Entertainment told WWD. “FYI gets this new viewer and that’s why we’re thrilled to be working with them on this new series. We think there is a better model for creating great TV programming that takes advantage of everything we’ve learned building each of the Vox Media brands. We’re taking what we know about what our audiences want and what they are passionate about and creating the next generation of great television.”