null - Gatorade Dunk

For the past 30 years, Gatorade has crowned the champions of the Super Bowl with the iconic dunk at the end of the game. Although it is seen by millions of broadcast viewers, it’s only been experienced by a select few individuals since its inception. So how could the brand allow its fans on social media to take part in the celebration? This year, we not only wanted to let every fan see the dunk, but experience it for themselves. So we created an interactive augmented reality experience that leveraged the new “lens” functionality of Snapchat to allow fans to create a user-generated video of themselves getting virtually dunked. The Gatorade dunk went live on Snapchat the day of the Super Bowl, Feb. 7, 2016, and featured a 3-D representation of the iconic Gatorade cooler seen on every NFL sideline. Through Snapchat’s new facial recognition technology, users could select our custom Gatorade lens and then open their mouths to activate an interactive augmented reality Gatorade cooler to splash over their head and body, giving the impression that the user had just experienced a true Gatorade dunk. Users could share the special moment directly with individual friends via “Snaps” or to all of their Snapchat connections in their “Snapchat Story.” Results included: · 165,339,701 Total Platform Views · 8,231,033 Unique User-Generated Videos · 60,881,205 Total Engagements · 29.91 Seconds Per Use · Increased brand favorability 1.4 timesmore than norms for social campaigns from well-known CPG companies · Increased purchase intent 2 times more than norms for social campaigns from well-known CPG companies · Recall was 1.5 times higher than norms for social campaigns from well-known CPG companies · Snapchatters who remembered seeing the lens reported seeing themselves and acquaintances inside the ad as a major differentiator from other Super Bowl ads with large reach · Snapchatters who saw the lens were 21% more likely to call Gatorade their go-to drink when exercising