Snapchat Super Bowl
How does candy fit into the funnest sporting event of the year? By making it even funner.
When Snickers and Skittles became sponsors for Super Bowl LIII, the brands knew they wanted to put their stamp on the big game and make the most of their partnership with the NFL. My creative team developed a fully interactive and integrated campaign to show football fans how to make the Super Bowl even more super with some fun surprises from Snickers and Skittles.
In stores nationwide, fans found posters and displays to scan for exclusive lenses on Snapchat.
From there, fans could unlock one of two lenses: the Super Fan lens or the Bobblehead lens. Both allowed them to customize by team colors and play with special effects.
Radio ads also promoted the campaign. Hosts like Jim Rome and Tiki Barber encouraged fans to break out of the mundane and make their watch parties even funner.
But the fun wasn’t over yet. My creative team developed a Snapchat game—Stadium Skydive—to bring the brands even more engagement with football fanatics and give fans a chance to win tickets to next year’s game.
I collaborated with my team to develop the concept and wrote all language for the game, ads, social posts, radio spots and signage. In the end, results were soaring: the Snapchat lenses were shared 1,094,317 times and had an average playtime of 51.55 seconds. Cumulatively, the game was enjoyed for over 1,324 hours. And of course, retailers saw an increase in Skittles and Snickers sales making for a very fun postseason indeed.