In the 2016 Super Bowl, when the Denver Broncos took down the Carolina Panthers, Snapchat, the popular picture and video messaging was used by millions of people in the United States, Mexico, Argentina, and Colombia. Gatorade, the well-known sports drink company designed a “sponsored lens” specifically for Snapchat that received an incredibly large amount of views for the ad product.
The ad launched the Sunday morning prior to the Super Bowl and made it possible for Snapchat users to take a selfie and dunk themselves with a bottle of Gatorade. According to Gatorade, the lens received over 100 million views. This impressive amount of views occurred because Snapchat users used this filter and shared it privately or by adding it to their stories.
In addition to all of the Snapchat action that came from the Gatorade lens, Lady Gaga who is active on a variety of social media platforms joined Snapchat for the first time right before Super Bowl. Hours prior to when she performed “The Star Spangled Banner” in front of millions of people across the world, she announced that she will be documenting her Super Bowl 50 experience on Snapchat. She was thrilled to tweet “Joined Snapchat today to celebrate #SB50. Follow my Story @ my First Super Bowl! snapchat.com/add/ladygaga.”
After missing out on last year’s Super Bowl, Snapchat partnered with the NFL to sell sponsorships. Since 71% of Snapchat users are under 35 and 45% are under the age of 25, this platform is a great way for Super Bowl advertisers to target millennials. Marriott, Amazon, Pepsi, and Budweiser all ran video ads in Snapchat’s live story of Super Bowl 50.
Live stories allow users to post their personal experiences of a single event from their own original perspectives. These stories are filtered by Snapchat and compiled into one huge ever-growing story of the event. Marriott, Amazon, Budweiser, and Pepsi all launched short video campaigns that were blended with user created content in the live story. The Budweiser ad was only shown to Snapchat users who are at least 21 years old.
With so much Snapchat activity throughout Super Bowl 50, it might make sense to rename this year’s Super Bowl to the Snapchat Super Bowl. It’ll be interesting to see how Snapchat becomes a key player in other popular sporting and entertainment events in the future.