To tap into Snapchat’s popularity is quite a task for brands: Teens instantly skip everything that feels like advertising. And Snapchat’s predefined ad formats are very expensive. Coca-Cola took on the challenge.
SnapSkate – the first Snapchat Story turned into a game. With no coding or media investment at all. A Snapchat Story is normally just a couple of short videos, one after the other. The trick here: a couple of short videos, in which a skater has to jump over obstacles – but fails every time. Only if you tap right before he fails, you skip to the next video with the skater jumping over the obstacle. This allowed teens to play an entire game in the Snapchat Story of Germany’s most popular influencer featuring one of Germany’s most famous skateboarders.
HOW IT WORKS
Every video ends with a fail. But if you tap at the right moment before the skater fails you skip to the next video with the skater jumping over the obstacles
WATCH THE FULL GAME PLAYTHROUGH
In the three days the game was online, 240,000 teens played it. They created 7.5 million views proving that they loved the game. Resulting in 8,000 hours spent with the brand in total. 76% played it all the way to the end and, after leaving their data on our website, could win 1 out of 5 pro skateboards. And Coca-Cola set up a new highscore!