Tens of hundreds of thousands of individuals shall be tuning in to the Super Bowl on Feb. 11, but to say that “all eyes shall be on the game” may be a little bit of a stretch. Many of them shall be taking a look at their phones, including after they see an interesting or engaging ad. When they do, Snapchat shall be there to assist extend brands’ messaging.
During last 12 months’s Super Bowl, Snapchatters in North America engaged with the platform’s Lenses tool nearly 2 billion times. This 12 months’s engagement may very well be equally strong or higher, particularly as brands including Pringles, Doritos and Dove have created Snapchat extensions for their Super Bowl campaigns.
“We’re a really extraordinary second screen,” said Nina Mishkin, Snapchat’s director of brand name strategy. “The ad experience on Snapchat is a participatory layer across the broader campaigns that brands are running. It creates a possibility where it is not only a one-way conversation.”
Everyone is a creator
When consumers see multiple Snapchat ad products as a part of a Super Bowl campaign, awareness increases 2.2 times (in comparison with a single ad type) and intent increases 2.9 times, in response to Kantar data.
Brands are keying into these engagement numbers for this 12 months’s game. As Chris Pratt ponders his uncanny resemblance to Pringles’s mascot within the chip brand’s ad, Snapchatters can use Snapchat AR to enable users to don Mr. P’s mustache, eyebrows and red bow tie.
Doritos, meanwhile, will draw upon the triangle tracker Snapchat lens to enable users to show Las Vegas’s pyramid-shaped Luxor hotel into an example of its latest Dinamita flavor, which shall be the main focus of its Super Bowl campaign. Dove, which is able to use the massive game platform to advertise body confidence for women playing sports, has created a Snapchat lens that can bring users’ Bitmoji images to life.
“That participatory element really speaks to just like the age that we’re in today, where everyone seems to be a creator,” Mishkin said. “That’s an enormous opportunity to ask an entire audience into being a component of your brand.”
This 12 months, Snapchat’s invitation to have interaction may even include the gang inside Allegiant Stadium in Las Vegas, because the platform is partnering with the NFL for some in-game activations using Snap’s Camera Kit technology. For instance, stadium screens will use Snapchat Lenses to position 49ers, Chiefs and custom Vegas-themed Super Bowl helmets on fans.
“This is the primary time the NFL is integrating the technology into the cameras within the stadium,” Mishkin said. “Our lenses are going to be literally in every single place.”
For those watching at home, Snapchat will offer fans a likelihood to predict various game outcomes using a latest API that can show real-time data about others’ decisions. The app may even use its Live Garment Transfer technology to enable fans to try on football jerseys and launch a football-themed Spotlight challenge for Snapchatters to submit their most epic touchdown dances.
“When brands are really lighting up a Snapchat strategy across the platform, they’re using each video ads and lenses to actually maximize all the creative canvases and connect with Snapchatters,” Mishkin said. “It really reinforces the worth of Snapchat as a component and an extension of the broader campaigns that are running across the Super Bowl.”
Snapchat’s Super Bowl efforts come as parent Snap Inc. reported this week that Snapchat added more users in Q4, though not in its most lucrative markets. Revenue also increased but missed analysts’ expectations, sending the corporate’s stock value tumbling. Earlier this week, Snap said it was shedding 10% of its workforce. Despite these challenges, Snapchat continues to resonate with younger consumers.
Elevating the buyer experience
When taking a look at the platform to increase campaigns, Mishkin notes that Snapchat users have the tools — like frames and lenses — to attach with others, including friends, family, creators and types, in fun and fascinating ways.
“The ad experience on Snapchat really becomes a participatory layer across the broader campaigns that brands are running,” she said. “It creates a possibility where it is not only a one-way conversation where a Snapchatter is consuming something. They’re actually capable of put themselves into the brand story.”
Kantar’s research found probably the most enjoyable Snapchat ads connected with the brand’s Super Bowl ads, particularly those who utilize humor and create relatable scenarios for consumers. Perhaps unsurprisingly, the very best ways to drive intent include using distinguished product shots in food and beverage campaigns and celebrities and fascinating storylines for products involving services, in response to the research.
“That interactive piece, I believe, is de facto unique to Snapchat and really speaks to the authentic behavior that is happening across the app,” Mishkin said. “I believe that the brands that we see probably the most success and the brands who are really leaning in and doing Snapchat rather well are constructing for that sharing capability. They’re excited about the way to power deeper, more fun, playful connections between Snapchatters, family and friends.”
For Snapchat, the cumulative effect of the activations and campaign extensions is to raise the buyer experience, whether that’s on the bottom on the game or watching with family and friends at home or at a celebration.
“I like brands who are really excited about what the buyer experience is each on the bottom and at home, and excited about how can they enhance that and the way can they connect it to their broader brand story,” Mishkin said. “How do they assist give Snapchatters a novel way in to not only eat what’s happening across the Super Bowl, but to really participate and be a component of it.”
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