The Task
While working at The Daily Orange, the student-run newspaper of Syracuse, NY, we partnered with Snapchat to create a Discover Story, a weekly edition of mobile-first content automatically sent to Syracuse University students. I had the task of developing a social voice for a 117-year-old brand, creating multiple content series and finding inventive and interactive ways to share the news with college students. Here's different examples of content we created.
My Role: Creative Director
Theta Tau Breaking News
When an engineering fraternity on campus was removed for hate speech, it was important to share how The Daily Orange was covering the first 24 hours of protests & events on campus. We created a timeline breaking down events into digestible pieces, with the options to swipe up and learn more.
Syracuse's First Chick-Fil-A
When the first ever Chick-Fil-A opening in Upstate New York, of course cheap college students would be excited. So we created a CFA series with a grand opening cheat sheet, a personality quiz themed around sauce, and an audience poll.
Miscellaneous
Some other concepts used to establish the more casual tone of The Daily Orange on Snapchat.
Weekly Sudoku puzzles
A "Billy on the Street" style show (starring myself, pre-over-bleached hair)
Columns on student life abroad
Fill-in-the-blank SU quizzes