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Chicago Bulls Create Ingenious ‘Murder Mystery’ Snapchat Story

On Monday, the Chicago Bulls continued its pattern of full narrative short stories on Snapchat as the team developed a unique “murder mystery” concept for the platform.

This week’s Story centered on who deflated Big Ben, one of the Bulls’ inflatable mascots. Luka Dukich, Digital Content Manager for the Bulls, said that prior to the team’s home opener, the digital staff first experimented with the short-film skit with a Benny the Bull workout video, so this latest Story is a further evolution of the creative initiative.

Local improvisational comedy shop The Second City brainstormed some creative ideas with the Bulls and provided two actors for the film (the butler and the Swinging Senior), but for the most part, the Story was written, directed, acted and filmed by team staff inside a mansion.

The team purposefully wove in a team sponsor (BMO Harris Bank) as well, which included a shot of the title card, BMO-branded signs similar to what fans receive inside the United Center, the bank’s mascot and a character in the film referencing her BMO Harris Bank card. For the first time around creative content, Dukich utilized Snapchat Spectacles during the Story, even giving them to Big Ben to provide a first-person perspective.

“We think there are definitely opportunities to use them for cool content. Like most things in digital, you’re only limited by your own imagination. Fans seem to like them — they’re so new so it’s still something different when you see them being used,” Dukich said.

“Snapchat is a fun medium because there’s a lot of room for creativity and growth, and the fans on there seem to be really engaged with it. When a fan is watching a Story on Snapchat, you have their full attention and the full screen on their phone. We were curious how the fans on Snapchat would respond to something so different, and it was overwhelmingly positive yesterday. We’re very proud of how it turned out.”

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