Gatorade Dunks Fans with Help from Snapchat and VML

For the past 30 years, Gatorade has crowned the champions of the Super Bowl with its iconic cooler dunk. This year for the first time, Gatorade is giving fans on the social media app, Snapchat, the same opportunity with its “Super Bowl Dunk Lens.”

Created in partnership with global marketing agency VML, the lens uses facial recognition to trigger an animated cooler and subsequent Gatorade dunk. Users can then save and share a video or image of their very own personalized Super Bowl moment.

For Gatorade, it was a way to celebrate the 50th anniversary of the Super Bowl and to extend its iconic dunk to its fans on social media. The brand is encouraging fans to share their dunk moments across all social media platforms using #GatoradeDunk.