The new Sponsored Lens feature allows Snapchat users to filter animated toad versions of themselves and is part of Vimto's new teen-focused brand extension which has saw it shift its ad spend from TV to online for the first time.
The campaign which was planned and bought by MEC Manchester, with creative by Driven, will also see further activity in July.
Graham Drury, partner at Driven said: “We created the lens to give Snapchat users an opportunity to get involved personally with the #toadoff campaign to launch new Vimto Remix.
“It’s proved incredibly popular - we’re waiting for final figures from Snapchat but it appears that millions of people could have created and shared toad versions of themselves during 24 hours on Saturday. We’re obviously thrilled, but credit should go to the client for being open to a new opportunity and really going for it.”
Lisa Thomson, senior communications planner at MEC added: “The Sponsored Lens platform is new and exciting, especially for teens, so it was a natural fit for the plan. It’s allowed us to deliver a much deeper level of engagement than conventional advertising would.”
Vimto's decision to make use of Snapchat’s Sponsored Lens follows on from Pepsi Max which was one of the first UK brands to buy the sponsored filters.