Coca-Cola launches first native Snapchat game
Staff Writeron 05 April, 2017 at 03:04
Coca-Cola has partnered with pro teen skater Denny Pham and social influencer izzi to create the first ever fully native game experience on ephemeral messaging app Snapchat. Conceived by Ogilvy & Mather Berlin as part of the launch campaign for Coca-Cola Zero Sugar, and geared towards teen users, ‘SnapSkate’ was live on izzi’s Snapchat channel from Friday 31st March until Sunday 2nd April.
Rather than going with a traditional media placement, SnapSkate’s creators embedded the video into a narrative within izzi’s actual Snapchat story. The game itself consists of a series of short video clips featuring a digital Denny Pham skating, whose movements users can control by tapping the screen at the right moment, collecting Coke coins and power-ups. No coding or paid media required, simply a creative use of Snapchat’s existing navigation. The game concluded on a bonus level and finally a finish line, with prizes raffled off to winners.
“With ‘SnapSkate’ native advertising becomes native entertainment,” says Felix Fenz, Executive Creative Director of Ogilvy Berlin. “The brand is an essential part of the story, and therefore an authentic part of the game.” Incorporating the brand into the experience naturally, with the participation of Pham and izzi, is crucial here. For the most part, young consumers don’t especially mind branded content if they feel they are getting something worthwhile out of it. A new game to play on their favourite social platform is exactly the kind of offering that builds engagement and brand love.
SnapSkate also functions as proof-of-concept for any digital marketers who were uncertain of the platform’s potential and utility after ephemeral ‘Stories’ became ubiquitous across Facebook-owned apps Instagram, Messenger and WhatsApp. Add to that the fact that Snapchat currently has over 300 million unique monthly users, 45 per cent of whom are aged 18 to 24. If you want to deliver fun and memorable moments to a millennial audience, it looks like Snapchat is still a pretty great place to start.