Snapchat augmented reality fan-lenses: A complete solution from idea to execution.

The challenge.

Danske Spil’s e-betting department called eOddset wanted to test Snapchat lenses as a branding tool and marketing platform, as well as to use the platform as part of their physical stands for the CS: GO tournaments Blast Pro Series in Copenhagen and ESL Pro League in Odense to activate the users with an interactive experience.

The solution.

Spinnaker Nordic developed the idea and concept behind Snapchat fan lenses, where fans virtually paint their faces in their team colors. In addition, we provided all communications material, graphic design, print material, online ads, organic content and setup on the various ad platforms. A full-stack solution.

01.

Idea & Concept

Our idea and concept focused on CS: GO teams’ fans and how they could be activated. Therefore, we developed a concept that enabled fans to cheer on their favorite team and players through Snapchat – with a facial lens that made three-dimensional face painting on the user’s face. The lens should have the ability to be customized by the user himself so that he could (1) change the color of the face paint, matching to the colors of the teams, (2) change the player names written on the forehead, which matched the chosen team and (3) add a fun gamer expression to be used as a headline for the snap.

Our idea and concept focused on CS: GO teams’ fans and how they could be activated. Therefore, we developed a concept that enabled fans to cheer on their favorite team and players through Snapchat – with a facial lens that made three-dimensional face painting on the user’s face. The lens should have the ability to be customized by the user himself so that he could (1) change the color of the face paint, matching to the colors of the teams, (2) change the player names written on the forehead, which matched the chosen team and (3) add a fun gamer expression to be used as a headline for the snap.

02.

Communication strategy

eOddset’s communication is simple, jerky and often with an underlying gamer message. This had to be followed, but at the same time it was also very important to guide the users in using the Snapchat lens, because they were not used to doing so.
In addition, 3 of the eOddset’s influencers were activated by using them to show how the Snapchat lens worked. It created a more personal relationship with the target audience and made them want to try the lens just like their idols did.

eOddset’s communication is simple, jerky and often with an underlying gamer message. This had to be followed, but at the same time it was also very important to guide the users in using the Snapchat lens, because they were not used to doing so.
In addition, 3 of the eOddset’s influencers were activated by using them to show how the Snapchat lens worked. It created a more personal relationship with the target audience and made them want to try the lens just like their idols did.

03.

Development

Spinnaker Nordic was responsible for the development of all material, from the actual Snapchat lens to the print material, media adaptation, setup + design of digital ads and video material on the stand.
We gathered a dedicated team for the project and went from 0% to 100% in only 4 weeks.

Spinnaker Nordic was responsible for the development of all material, from the actual Snapchat lens to the print material, media adaptation, setup + design of digital ads and video material on the stand.
We gathered a dedicated team for the project and went from 0% to 100% in only 4 weeks.

04.

Results

In the relatively narrow target group of gaming fans interested in betting, combined with hyper-local geographic targeting, we achieved great results during the two events. This includes the average lens use-time of 27 seconds, more than 1,500 organic shares and over 16,000 lens uses.

Would you like to try Snapchat lenses as a branding tool?

In the relatively narrow target group of gaming fans interested in betting, combined with hyper-local geographic targeting, we achieved great results during the two events. This includes the average lens use-time of 27 seconds, more than 1,500 organic shares and over 16,000 lens uses.

Would you like to try Snapchat lenses as a branding tool?