• by Erik Sass , Staff Writer, September 10, 2015

Apple’s unveiling of the new iPhone 6s and iPad Pro generated the usual flurry of online buzz on Wednesday. Mashable helped fan the flames of tech obsession by turning over its Snapchat Discover page entirely to live coverage of the event, along with pre- and post-show previews and recaps -- apparently the first publisher to use its Discover page this way.

A collaboration between its internal creative group the Mashable Collective and its editorial teams, the special edition of Mashable’s Snapchat Discover page started out with teasers and then provided blow-by-blow reporting of the Apple reveals, with a combination of text and video.

The special edition finished with a roundup of key info for the event. That included prices and explanations of technical details for the devices like pixel counts, the new 3D Touch feature for navigating different layers of content, louder speakers on the iPad Pro, and the “haptic feedback” feature, which uses different vibrations to alert users.

The Mashable Collective, unveiled in March of this year, is responsible for experimenting with new technologies to deliver content to users in new ways, as well as reaching users on behalf of brand advertisers.

In this role, it is overseeing Mashable’s presence on Snapchat Discover, as well as Vine, Instagram, and other new and emerging platforms.

Last week, Mashable announced that it was joining Apple News as a publishing partner, along with other online publishers like BuzzFeed and Vox, as well as traditional media companies including Condé Nast, Hearst, The New York Times and CNN.