Brands take big steps toward messaging apps
Eager to reach people inside messaging apps, they know they need to exercise restraint in their approach
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GATORADE owns one of the iconic television moments of the Super Bowl, the dousing of the winning coach with a huge bucket of the sport drink, ice included. For the 2016 game, though, the brand wanted to reach more younger people, who tend to watch less TV.
The company turned to Snapchat, the mobile photo messaging app popular with teens and millennials. Aiming to "democratise the dunk", according to Kenny Mitchell, senior director of consumer engagement, Gatorade created a "sponsored lens" ad that allowed people to overlay an animated dunk of the drink onto their selfies or their friends' photos. They did so 165 million times in just two days.
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