Uber Eats, Nissan and Verizon join Super Bowl brands using Snap

This comes after a successful 2021 Super Bowl for the company when sponsored AR Lenses were played over 200m times.

Uber Eats

• Keen to augment campaigning beyond its big-budget TV spot Uber Eats is running a National Lens and Filter inspired by its humorous Uber Don't Eats messaging.

• The gamified experience invites participants to eat edible items and redirect inedible items to an Uber Don't Eats bag.

• Fully embracing the format Uber will also run supporting video ads to maximise eyeball impressions.

Verizon

• Telecoms provider Verizon will debut a 5G connected Lens for the sporting spectacular, utilisng its own 5G Ultra Wideband technology to give watching fans at the SoFi stadium the chance to participate in a shared battle to take control of an airship floating above the field.

• Supporting tens of thousands of simultaneous connections the stunt will dovetail with a 4G 'airship battle' inspired National Lens.

Flamin Hot (Doritos & Cheetos)

• Snackable screens make their debut with Frito Lays debut of Doritos and Cheetos themed streaming premiere of Megan Thee Stallion's new song and video 'Flamin Hottie'.

• Available on the day of the match via Snapchat (and subsequently via YouTube) the stunt lets people point their Snapchat camera at their crisps to activate the video.

DraftKings

• Not to be outdone sports betting company Draft Kings will offer players the chance to win a special prize during the sporting extravaganza courtesy of the Goddess of Fortune.

• Hard to miss the custom Lens will be given first place positioning in the US Snapchat Carousel for age-appropriate users.

Nissan

• Japanese car brand Nissan will have an AR Lens of its own to court consumers with Thrill Driver.

• Harnessing machine learning technology the lens can identify any car and overlay a virtual Nissan Z over it when the camera is pointed the right way.

The NFL joins the fun

• To cement the partnership further the NFL is partnering with Snap on the creation of a National World Lens inspired by its own TV spot that will play during the halftime break.

• This will see the NFL integrate Snap's camera kit into its One Pass app for the first time to unlock direct Snapchat AR experiences.

• Snapchat has been busy courting advertisers as it battles to monetize its offer, with the Super Bowl acting as a match made in heaven for the platform and brands.