These days, it’s common to turn to Twitter or Facebook during the course of a sporting event. What better place to talk trash, brag or even commiserate with fellow fans when your team isn’t doing so well. Among the college set, it should come as no surprise that Snapchat and Yik Yak are spots for the sharing of similar content. During last night’s NCAA men’s basketball Finals, both apps also brought official programming to its users.

In Snapchat’s case, they executed their “Our Story” feature, as they’ve done with major events this year, including one of my employer’s — the Waste Management Phoenix Open. If you’re not familiar with one of these features, it’s a way to check in on the action around a live event. A team at Snapchat collects photos and videos shot by Snapchat users. The tool ties into location so the Snapchat team is able to pull content coming from people at the event. From there, Snapchat curates the best content, which is strung together in one narrative. In line with other Snapchat functionality, Our Story content lasts for 24 hours before it’s wiped away.

Last night, Our Story was up and running, and showcasing some serious school spirit from both Wisconsin and Duke students. As is the case with other Our Story executions, the content isn’t live game footage. It’s much more about telling the story of the game from the fan’s point of view. Ads are integrated as well.

Duke Fans via SnapchatWisconsin Fans via SnapchatSnapchat Ad

For the first time, I also noticed that Yik Yak had a dedicated program around the game. It was in conjunction with Bleacher Report but also centered around what fans were talking about. The Yik Yak execution made perfect sense given their college audience and presence on campuses around the country. While I haven’t seen details on whether or not Bleacher Report paid for this integration, it does open up interesting possibilities around brands, publishers and monetization on Yik Yak going forward. That has to be on Yik Yak’s radar in a big way.

One of the big differences between the two platform executions was visual. Snapchat centers around visuals. Yik Yak (at least for now) is text-based and it’s in line with their view of the app as an anonymous platform. The curation within Our Story also was a point of difference. On Yik Yak, it’s more democratic. The users are meant to up or down vote content, which in turn makes it more or less prominent.

Yik Yak NCAAYik Yak NCAA FansBleacher Report Yik Yak