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Media giant buys slice of Snap : NBCUniversal targets younger audience with its $500-million investment in firm.

With its $500-million investment in the maker of Snapchat, NBCUniversal might just prove that you can teach an old dog new tricks.

The 90-year-old media company this week scooped up about 15% of Snap's available shares during the Venice-based messaging app's initial public offering. The move was part of NBCUniversal's aggressive mission to immerse itself in digital media by forging tight partnerships with leading players of the space such as BuzzFeed News and Vox Media.

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