60 M Seconds Total Plays Average Play Time spent by Snapchatters with the Lens Purchase Intent, 198 index to other well-known CPG Campaigns 30 Increase +8pt “Partnering with Snapchat to bring this opportunity to life through their Sponsored Lens is a great example of two brands utilizing recognizable and unexpected assets to deliver a one-of-a-kind user experience, which exceeded all of our expectations.” Kenny Mitchell, Sr. Director, Consumer Engagement, Gatorade Since 1984, the Gatorade dunk has been an iconic victory celebration seen by many but only experienced by a few. For this year’s Super Bowl, Gatorade, digital agency VML, and media agency Resolution Media partnered with Snapchat to create a Sponsored National Lens that let anyone celebrate like the pros. Triggering very high enjoyment and happiness scores among Snapchatters, the Gatorade Lens made an already strong brand even more preferred. The Lens was a massive success, yielding over 165 million views on Snapchat, and a ripple effect felt across every social platform. • Make the Lens available nationally in the US as well as in parts of Latin America on Super Bowl Sunday. • Allow Snapchatters to virtually experience the Gatorade dunk. • Empower Snapchatters to share their experience with their friends. Gatorade and Snapchat brought the excitement and experience of a Super Bowl victory from the stadium to the smartphone. • Reach the Snapchat audience on a massive scale. • Engage Snapchatters with a one-of-a-kind, interactive experience unique to Gatorade. • Drive increases in brand equity and purchase intent. Strategy The Story Objectives Gatorade Sponsored Lens Campaign TOTAL VIEWS: 165M Source: Millward Brown Digital Audience Insights and Brand Lift Insights Success Stories
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60M Seconds
Total Plays Average Play Time spent by Snapchatters with the Lens
Purchase Intent,198 index to other well-known
CPG Campaigns
30Increase
+8pt
“Partnering with Snapchat to bring this opportunity to life through their Sponsored Lens is a great example of two brands utilizing recognizable and unexpected assets to deliver
a one-of-a-kind user experience, which exceeded all of our expectations.”
Kenny Mitchell, Sr. Director, Consumer Engagement, Gatorade
Since 1984, the Gatorade dunk has been an iconic victory celebration seen by many but only experienced by a few. For this year’s Super Bowl, Gatorade, digital agency VML, and media agency Resolution Media partnered with Snapchat to create a Sponsored National Lens that let anyone celebrate like the pros.
Triggering very high enjoyment and happiness scores among Snapchatters, the Gatorade Lens made an already strong brand even more preferred. The Lens was a massive success, yielding over 165 million views on Snapchat, and a ripple effect felt across every social platform.
• Make the Lens available nationally in the US as well as in parts of Latin America on Super Bowl Sunday.
• Allow Snapchatters to virtually experience the Gatorade dunk.
• Empower Snapchatters to share their experience with their friends.
Gatorade and Snapchat brought the excitement and experience of a Super Bowl victory from the stadium to the smartphone.
• Reach the Snapchat audience on a massive scale.
• Engage Snapchatters with a one-of-a-kind, interactive experience unique to Gatorade.
• Drive increases in brand equity and purchase intent.
Strategy
The Story Objectives
GatoradeSponsored Lens Campaign
TOTA L V I E WS: 165M
Source: Millward Brown Digital Audience Insights and Brand Lift Insights
Success Stories
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