The mobile carrier claims subscribers can send all the Snaps they desire without digging into their data allowance and to illustrate this, they are working with the messaging app to promote the Puggerfly, its answer to rainbow vomit and other memeworthy lenses.
Wieden+Kennedy London created the ad with help from CGI experts The Mill. The work will debut during the advertising break of tonight’s Hollyoaks and Emmerdale on national TV. John Goodman provides a voiceover atop Africa's Toto.
As well as leading the campaign and the Snapchat centric push, Puggerfly experiences will be created by Snap.
It will star in seven consecutive daily Lenses making use of Snapchat's augmented reality capabilities. It claims more than 70% of users play with AR every month.
Three claims that fans will be able to keep the Puggerfly as a pet in the app feeding it bones, clearing up its rainbow poo and even watch it twerk as part of the various creative lenses. Fans will also be committed to talking the creature a walk, as they would a real pet.
Three's Go Binge offering includes Snapchat, Netflix, Apple Music and Deezer.
Shadi Halliwell, chief marketing officer at Three UK, said: “Our ambition is to continue giving customers greater freedom to enjoy their mobiles, wherever they are, without the confines of their data allowance."
Will Scougal, international head of creative strategy at Snap, added: “This is the first time a brand has used consecutive Lenses to develop a character and it underlines the potential of AR as an immersive storytelling and brand building vehicle. This is fun, creative, powerful advertising which people chose to spend time with, star in, and share with their friends. We're delighted to launch our partnership with Three with such incredible innovation."
Mindshare's media plan will drive the campaign through press, digital and social advertising.