Gatorade made a big splash on Super Bowl Sunday with a Snapchat Sponsored Lens a “sponsored lens” for Snapchat that received a record number of views for the ad product.
#SB50 may be over but the #GatoradeDunk @Snapchat lens lives on with 100 million+ views! Get dunked today. pic.twitter.com/1b7FHwE7No
— Gatorade (@Gatorade) February 8, 2016
Case study summary
• Drinks brand works with Snapchat to create fun ‘Lenses’ campaign
• Coincides with Super Bowl to boost awareness
• Gets 165 million views on Snapchat, and a ripple effect felt across every social platform.
The challenge
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.
The solution
The soft drinks brand wanted to reach the Snapchat audience on a massive scale, using a a one-of-a-kind, interactive experience unique to Gatorade.
Working with Snapchat, Gatorade made the Lens available nationally in the US as well as in parts of Latin America on Super Bowl Sunday.
It allowed Snapchatters to virtually experience the Gatorade dunk and let them share their experience with their friends.
The results
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.
