Super Bowl advertisers lean into AR extensions

Several of this year’s big game advertisers partnered with Snapchat to deliver second-screen experiences based on the platform’s iconic AR lenses.

When consumers see multiple Snapchat ad products as part of a Super Bowl campaign, awareness increases 2.2 times (compared to a single ad type) and intent increases 2.9 times, according to Kantar data.
Brands are keying into these engagement numbers for this year’s game. As Chris Pratt ponders his uncanny resemblance to Pringles’s mascot in the chip brand’s ad, Snapchatters can use Snapchat AR to enable users to don Mr. P’s mustache, eyebrows and red bow tie.
Doritos, meanwhile, will draw upon the triangle tracker Snapchat lens to enable users to turn Las Vegas’s pyramid-shaped Luxor hotel into an example of its new Dinamita flavor, which will be the focus of its Super Bowl campaign. Dove, which will use the big game platform to promote body confidence for girls playing sports, has created a Snapchat lens that will bring users’ Bitmoji images to life.
“That participatory element really speaks to like the age that we’re in today, where everyone is a creator,” Mishkin said. “That’s a huge opportunity to invite a whole audience into being a part of your brand.”
This year, Snapchat’s invitation to engage will also include the crowd within Allegiant Stadium in Las Vegas, as the platform is partnering with the NFL for some in-game activations using Snap’s Camera Kit technology. For instance, stadium screens will use Snapchat Lenses to place 49ers, Chiefs and custom Vegas-themed Super Bowl helmets on fans.
“This is the first time the NFL is integrating the technology into the cameras in the stadium,” Mishkin said. “Our lenses are going to be literally everywhere.”