Super Bowl Dunk

The Super Bowl Dunk, as it came to be known, shattered expectations. It was our attempt to own the second screen during the biggest sporting event of the year. Snapchat’s AR capabilities were the perfect way to bring the Super Bowl experience to the mobile experience. It was the most viewed ad during the Super Bowl and it didn’t even appear on TV.

Results

It was the most viewed and interacted ad of the Super Bowl…and it never even appeared on TV:
165,339,701 Total Platform Views
60,881,205 Total Swipes
8,231,033 Unique User Generated
Videos 29.91 Seconds Per Use

Recognition

Cannes
Gold Lion // Cyber // Co-Creation and User Generated Content
Silver Lion // Cyber // Innovative Use of Social or Community
Bronze Lions x2 // Digital Craft // Rich Media and Augmented Reality
Bronze Lion // Entertainment // Social Brand Experience
Shortlist // Promo x3
Shortlist // Cyber x2
Shortlist // Media x2
Shortlist // Mobile Entertainment

Clio
Bronze // Social Media

Clio Sports
Grand Clio // Social Media
Gold // Direct
Gold // Partnership, Sponsorships & Endorsements

One Show
Bronze Pencil // Online Films & Video // User Generated Content

IAB Mixx
Silver // Virtual and Augmented Reality
Bronze // Social – Real-time Engagement

Project Isaac Award
Social Media Invention

National Addy’s
Silver // Social Media, Single Execution

Effie
Bronze // Carpe Diem – Products