Gatorade is running a Serena Williams Snapchat video game ad
Gatorade is pushing the boundaries of Snapchat with a video game ad tied to the U.S. Open.
The old-school tennis game features 22 levels with each representing one of Serena Williams’ Grand Slam wins. Level 23 will unlock on September 10, the day of the Women’s Finals, should Williams win. Players can simply click on one of the three tennis balls to initiate the game, and tap left or right to catch the ball.
“Serena Match Point” is sitting inside ESPN’s Discover channel on Snapchat as an ad. When users swipe up the ad, they will be directed to an in-app game experience. They can also go to SerenaMatchPoint.com via mobile or desktop to play the game. Gatorade will also use Facebook, Instagram and Twitter to drive users to the game.
“We thought it would be a really fun way to celebrate one of the best athletes of our generation as she competes for a record-breaking 23rd Grand Slam title,” said Kenny Mitchell, head of consumer engagement for Gatorade.
This is not the first time that Gatorade brought its ongoing sponsorship with Williams to Snapchat, although it hasn’t yet had an official account on the platform. During Super Bowl in February, the company came out with an animated sponsored lens to let Snapchat users dunk a virtual Gatorade cooler over people’s video selfies — of course, Williams got virtually doused. This marketing ploy garnered around 160 million impressions on Snapchat. Mitchell didn’t specify how Gatorade planned to measure the new video game.
The Pepsi-owned brand’s first foray into Snapchat can be traced back in the fall of 2015 when it developed ads for football-related Live Stories to support its “Moving The Game Forward” campaign. “We learned a ton about the platform as a storytelling vehicle from this experience,” said Mitchell.
‘Workcation Retreats’: Tourist destinations offer remote-working packages including personal assistants, to attract visitors
Tourist destinations like the Maldives and Seychelles are promoting remote-working, featuring ocean views, discounts, strong WiFi and personal assistants to help with work admin.
‘The ultimate schmoozer’: What advertisers and ad buyers think of Carolyn Everson’s departure from Facebook
Carolyn Everson’s relationships with major CEOs and CMOs, where she was known for listening and being an advocate for advertisers, helped build Facebook into the advertising juggernaut that it is today, according to advertisers, agency execs and ad buyers who say that losing Everson is a massive blow for the company.
Apartment Therapy’s Small/Cool Event meets buyers in-person and online
The hybrid commerce event will run June 11-13 and feature 250 shoppable products using QR codes and affiliate links.
Sponsored75% of people watch mobile videos on mute: What that means for advertisers
Dan Greenberg, president, Sharethrough Recent research into mobile video consumption behavior illustrates a change in human behavior that has implications for the shifting media landscape. Data shows that, unsurprisingly, rather than keep the sound on, 63% of people keep their phone on mute. What may be surprising is that 75% of people say they often […]
Marketers fret as Apple’s hardline stance on tracking gets firmer
Ultimately, Apple’s announcements give clarity for app marketers who have had to contend with plenty of uncertainty over its true intentions.
As ad tech firms test ways to connect Google’s FLoC to other data, privacy watchers see fears coming true
As privacy advocates warned, companies are starting to combine FLoC IDs with existing identifiable profile information, and identity firms plan to use FLoC as a persistent ID to improve accuracy.