February 2, 2015 Nick Cicero

A Recap of Snapchat at the Super Bowl

The major social platforms were pretty loud this year for the Super Bowl. Facebook introduced their own real-time feed, Twitter dominated the backchannel discussions, and even Tumblr was front and center with NBC Sports launching their own Super Bowl Tumblr account.

Snapchat got into the Super Bowl too, and while not as many brands were as prominent on Snapchat as some other platforms, the work done on there was refreshing and unique.

Here are some of the highlights:

Snapchat: The Company

At many other events before this one, Snapchat has curated related images and videos from users around the area. This time they actually stayed away from the stories feed in favor of their new Discover feature, which I think is smart because why would you launch a new product and abandon it during one of the biggest sporting events.

They had some really cool original content on their own Snapchat Discover Channel that tied perfectly into the big game.

Turning a poem from Houston Texans running back Arian Foster into a short film called “Where We Dwell,” the video was distributed to all Snapchat users on Discover on Sunday.

They also released a fun infographic-laden Super Bowl cheat sheet with some fun facts to help even the most football-illiterate nail the sportstalk at their casual party.

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Bottom line: new forms of storytelling, new methods of distribution, Snapchat nailed it here.

Mountain Dew

Mountain Dew is one of the earlier brand movers on Snapchat. The day BEFORE the Super Bowl they launched Kickstory, a real-time, “fan-driven” Snapchat story featuring popular social influencers like Jerry Purpdrank and D-Trix.

The best part about mountain Dew’s Kickstory wasn’t just that it was cool content around the Super Bowl, it was 100% interactive. Fans were encouraged to vote for what happened next in the story using audience triggers like screenshots to capture user feedback.

I love the way that Mountain Dew described the campaign themselves. Since the story was done before the Super Bowl, the last snap expired just before the kickoff at 6pm because the brand is “about getting you charged for anything, and in this case, that’s the Super Bowl.” said a Mountain Dew spokesperson to Digiday.

Bottom Line: Multiple, open-ended storylines rule, especially when combined with influencers, a live event and Snapchat. Our hats go off to Vaynermedia and Mountain Dew for using Snapchat in a very cool and interactive way.

McDonald’s

When McDonald’s announced their “Pay With Lovin” promotion this week, the media ate it right up like Big Mac. It’s a beautiful concept, and the video they launched is definitely a tear-jerker.

During the Super Bowl, McDonald’s took their “lovin'” idea to the next level. Aside from their various commercials, they were a live-tweeting machine, using Twitter Cards to tweet other brands “lovin'” their spots, and giving people the chance to RT their lovin messages to win cards, video games, movie tickets and more.

What I liked most, was that they extended their campaign messaging to Snapchat. Creating a short spot with three friends on the couch watching football and reflecting on the Pay With Lovin promotion, the creative seemed to match what most of McDonald’s audience might be doing at that moment…siting on their couch.

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Bottom line: McDonald’s might be the only advertiser to time up their Super Bowl TV and Twitter ads with their Snapchat content, and that alone is worth a tip of the cap.

NowThisNews

The team at NowThisNews was busy during the Super Bowl, active on Twitter, Instagram, Snapchat, Vine, and Tumblr.

The were live-snapping throughout the game, combing art and UGC from the community to build their story out. They encouraged users to Snap them photos of their parties, and shared the best ones on their account, while keeping followers entertained with custom art.

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They also used Vine in a really cool way, since they didn’t have the rights to share any clips from they game, they painted army men and recreated all the highlights in real-time.

Bottom line: NowThisNews totally gets their audience and are pioneers at new forms of short form storytelling and journalism. The sheer amount of content and coverage across many platforms is truly impressive.

Pitch Perfect 2

The sequel to the Universal movie Pitch Perfect successfully made history as being the first advertiser to directly reference Snapchat in their ad, featuring the Snapchat ghost logo and the movie’s handle at the end.

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The entertainment industry is already hot for Snapchat, with many movie studios, TV shows and entertainment brands using the platform already to drive awareness around upcoming releases. NBC’s The Voice, ABC Family’s Pretty Little Liars, and HBO’s Girls are just three examples of this trend.

Recent research from Snapchat and Millward Brown has shown that the early Snapchat ads (which were also focused on movies) were positively received, and a Universal executive was quoted as saying Snapchat marketing was a key part of the marketing strategy for driving awareness.

Bottom Line: Watershed moment for Snapchat. Being mentioned on the Super Bowl is a big deal for any social network, and you’ll start to see more Snapchat mentions just like you saw Twitter and Facebook logos break into the ends of ads. 

All in all, Snapchat is still a young platform and many brands haven’t found the right way to enter the platform. Expect to see more and more brands make their foray into Snapping by the end of Q1.

This week we have the GRAMMY’s, the Super Bowl of the music industry. With lots of awesome storylines to explore here, let’s see what brands do to activate their sponsorships for this event on Snapchat. If you see anything send us a tweet or a snap @delmondoNY.

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