truTV to Broadcast First-Ever 360-Degree Live Stream Through Snapchat Ad Unit

Network will Launch the Snap Ad featuring Exclusive Content Tonight from its
Upscale with Prentice Penny Premiere Event

truTV, part of Turner, today announced a first-to-market partnership with Snapchat that features the first-ever live, 360-degree video stream within a Snapchat ad unit. The exclusive live stream will be broadcast tonight from the network’s premiere event for its new comedic lifestyle series Upscale with Prentice Penny the night of the show’s linear premiere at 10pm ET/PT. Snapchatters will be served an ad unit featuring video of Penny, the series creator and star, inviting fans to swipe up to gain an exclusive inside look at the party’s VIP red carpet, held in West Hollywood. truTV will also run Snap Ads throughout the evening giving users the ability to swipe up to watch a trailer for the series.

“Tonight, we’ll celebrate the launch of our newest series Upscale with Prentice Penny with a few hundred of our friends in West Hollywood, and thanks to this first of its kind partnership with Snapchat, thousands more through the live stream,” said Puja Vohra, executive vice president of marketing and digital, truTV. “truTV has developed a reputation for throwing great parties and huge social engagement with our fans, so we’re especially proud to offer Snapchatters an inside look at this one – mobile oyster shuckers and all.”

Helmed by the noted showrunner, writer and producer Prentice Penny (Brooklyn Nine-Nine, Insecure) and infused with his comedic sensibility, Upscale with Prentice Penny premieres tonight, Tuesday, March 21 at 10pm ET/PT. In each half-hour episode, creator and host Penny will embark on a journey to demystify what it takes to live an upscale life, exploring a variety of topics ranging from food and wine to travel and fashion. From buying a better bottle of wine to getting a custom-made suit for less than some off-the-rack options, Upscale with Prentice Penny is about offering viewers ways to live a more elevated lifestyle by unlocking a world that often feels unattainable. Penny will be joined on his journey by some famous friends including Adam Pally (The Mindy Project) and Stephanie Beatriz (Brooklyn Nine-Nine) and will “upscale” a range of topics including travel, the workday, date night, apologies, dressing up, cooking, your sex life, gift giving, summer, home entertainment, health and fitness, and taking a day off. Get a sneak peek of highlights from the entire season at

Snapchat is used by over 150 million people a day with Snapchatters viewing over 10 billion videos daily and over two-thirds of regular Snapchatters creating content every day. Snap Ads are best-in-mobile video ads that are 100% full screen and play with sound. Snap Ads begin with an up to 10-second vertical, full screen video ad that appears in the context of other Snaps. Snap Ads with Attachments give Snapchatters the choice to swipe up and see more, just like they do elsewhere on Snapchat. Swiping up reveals extended content like a long form video, article, app install ad, or mobile website.

Upscale with Prentice Penny is the latest addition to truTV’s slate of original, creator-driven, comedic programming that has been central to the network’s momentum and growth. Through an expansive evolution and reimagined brand identity, truTV has emerged as a distinctly different brand with significant ratings increases – truTV was the only entertainment brand in the top 30 to deliver year-over-year ratings increases among people 18-34 and one of four to grow among people 18-49 – and a younger, more engaged audience that is constantly seeking new ways for fans to interact with its talent and shows.

Upscale with Prentice Penny is executive produced by Defy Media with executive producers Penny, Chris Pollack and Jared Hoffman, alongside James Moore.


Editor’s note: For hi-res photos from Upscale with Prentice Penny, click here. (Password: truTV)