The start of the new football season sees several sponsors favour Snapchat led activation.
From Tostitos ‘Lucky Bags’, through Pepsi’s ‘They Win, You Score’, to Bud Light’s ‘Custom Cans’ campaign, Snapchat campaigns abound.
These are just three examples of sponsors running variations of the same social media leverage tactic: linking NFL-customised packaging to Snapchat via codes that lead to exclusive content and NFL contests.
Using NFL sponsor rights to link physical products to Snapchat to create a more rounded, robust and rewarded interactive fan experience isn’t a new tactic, but with so many sponsors adapting the same approach the research and reasoning must be compelling.
Perhaps this potential path to sponsorship success was originality lit up by Gatorade’s award winning ‘Dunk’ Snapchat filter for 2016’s Super Bowl 50 – which generated a staggering 165 million impressions (far more than the actual TV audience for the Big Game).
