Marketing Social Media Snap

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

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By John Glenday | Reporter

February 10, 2022 | 4 min read

Snapchat has emerged as the go-to augmented reality platform of choice for brands wishing to extend their reach to Super Bowl fans this weekend with Uber Eats, the NFL and Doritos among those jostling for a slice of the action.

Snapchat

Uber Eats, Nissan & Verizon join slew of Snapchat Super Bowl brands

Here we rundown some of the biggest Snap brand partnerships that will be vying for your attention at kick-off and the camera kits, marketer tech and machine learning tools which underpin them.

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.

Marketing Social Media Snap

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Snapchat is an image messaging and multimedia mobile application created by Evan Spiegel, Bobby Murphy, and Reggie Brown, former students at Stanford University, and developed by Snap Inc. 

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