Facebook, Twitter and YouTube have been fixtures at SXSW for years while Snap has been on the sidelines.
The move signals that the company is maturing and is ready to go mainstream to attract a broader base of advertisers, said Mike Dossett, VP and director of digital strategy at RPA. It also has showy brand partnerships with HBO, Nintendo and Amazon Studios, with its augmented reality technology behind activations including"Game of Thrones'""bleed for the throne" blood donation effort.HBO brought the world of Westeros to life at SXSW to tout the final season of 'Game of Thrones.' Take an exclusive look inside
Snap needs to show that it has a place in advertisers' media budgets, as an alternative or complement to Facebook and Google and change the way it's communicated with advertisers and the public, said Dossett.in recent months, leading it to install a new leadership team.
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