Mid June saw Gatorade unveil a new AR Snapchat lens following up the brand’s inspirational ‘Every Day Is Your Day’ Women’s World Cup short film following a young girl’s football journey alongside stars of the US Women’s National Team (USWNT).
Linking back to Gatorade’s ‘Sisters in Sweat’ brand platform which kicked off back in 2018 (with a Serena Williams fronted spot based around a powerful women in sport equality message created in harness with agency TBWA\Chiat\Day Los Angeles),
the strategy behind the programme is to encourage and support girls and women to stay in sport.
The latest augmented reality portal lens phase leveraged the recent Women’s World Cup spot which starred USNT players such as Mia Hamm and Mallory Pugh and aimed to boost support for the USWNT
and which ran primarily across social channels with a focus on YouTube and Twitter.
Indeed, on YouTube the short film has notched up more than 6.1 million views since it was released on 4 June.
The spot has now been extended to the AR Snapchat Lens on 20 June which allows Snapchat users to immerse themselves in that world.
One inventive aspect off the augmented reality phase of the campaign is that the lens uses the rear-facing camera on a smart phone (instead of the typical front-facing lens).
“This is encouraging people to flip the camera around,” commented Gatorade head of consumer and athlete engagement Jill Abbott about the AR lens.
“You’ll feel like you’re in the magical world as well. Then we’ll start to reiterate and reaffirm some of those lessons that our lead character learns in the film about the power of sport.”
Comment:
The ‘Sisters In Sweat’ AR lens is Gatorade’s latest Snapchat experiment and follows on from other successful Snapchat initiatives such as its 2016 Serena Williams fronted ‘Match Point’ gaming initiative (see case study).
The PepsiCo owned brand is pushing the spot through its new ‘video everywhere’ media strategy which sees the brand pivot away thinking about video in terms of linear, online and premium channels to instead being present wherever its athlete focused audience is.
“Gatorade has long been a leader in utilizing Snap AR for creative launches,” said Snap creative strategy lead Christina Kavalauskas, adding that the sports drink’s AR lens celebrates the Women’s World Cup.
“This portal Lens experience lets Snapchatters get into the game and score the winning goal — all in augmented reality.”
In fact, the PepsiCo beverage brand plans to commit 45% of its media budget to digital during 2019 – an increase of 11% from 2018 (with the majority spent on mobile).
According to Kantar, in 2018 Gatorade spent $143.5m in media (up from $133.3m in 2017).
The brand’s focus on video is also illustrated by the success of last June’s Leo Messi animated short ‘Heart of a Lio’ FIFA World Cup campaign which, according to Rival IQ stats, earned Gatorade a 113% engagement rate on YouTube (see case study).
Comment:
As some brands leave Snapchat, others like Gatorade are doubling-down.
Go figure.
We like the creative though.
Gatorade’s ‘Sisters In Sweat’ follows on from its previous ‘Make Them Sweat’ globnal football campaign from April 2019 (see case study).
Links:
Gatorade
https://www.youtube.com/user/GatoradeUK
https://twitter.com/gatoradeuk
https://www.facebook.com/gatoradeuk
https://www.pinterest.com/gatoradeuk/
TBWA
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