This year’s Super Bowl ads will go beyond your television screen, as companies hoping to market to a younger audience will expand their social media campaigns.
Snapchat has agreed to offer its extensions for three Super Bowl advertisers, including Doritos, Pringles, and Dove. Fans in Las Vegas for the game can use a Snapchat lens to give the pyramid-shaped Luxor Hotel a filter of Doritos’s latest flavored chip, Dinamita. Then, for those watching at home, Pringles has its own lens to put the classic mustache from its logo on those using the filter. Dove will include a lens that will have users’ Bitmojis, the cartoon avatars made to look like each user, move around on the screen.
“We’re a really unique second screen,” Nina Mishkin, Snapchat’s director of brand strategy, said in a statement. “The ad experience on Snapchat is a participatory layer across the broader campaigns that brands are running. It creates an opportunity where it’s not just a one-way conversation.”
Additionally, Allegiant Stadium, the location of the Super Bowl, will use Snapchat technology on its screens to put a filter on those in attendance. Snapchat’s lens will impose Kansas City Chiefs and San Francisco 49ers helmets on those captured by the stadium’s cameras.
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This comes after the platform laid off about 10% of its workforce last month. Snap CEO Evan Spiegel is fresh from his testimony before Congress to address concerns about children’s safety on the app.
During the 2023 Super Bowl, North American users engaged the app’s lens tool 2 billion times. A study from DigitalSilk.com found Snapchat to be the third-most interactive social media platform, behind YouTube and Reddit, respectively. The study found that users, on average, look at over eight pages every time they open the app and spend over 14 minutes on it during each visit.
