Coca-cola: Snapskate [image]

Credits & Description:

Title: Snapskate
Agency: Ogilvy Germany
Brand: Coca-Cola Germany
Country: Germany
Entrant Company: Ogilvy Germany, Frankfurt
Advertising Agency: Ogilvy Germany, Frankfurt
Media Agency: Ogilvy Germany, Frankfurt
Production Company: Stink, Berlin / Studio Funk, Berlin / Moviebrats Films , Berlin
Additional Company: Coca-Cola, Berlin
Chief Creative Officer: Dr. Stephan Vogel (Ogilvy Germany)
Executive Creative Director: Tim Stuebane (Ogilvy Germany)
Agency Producer: Georg Ilse (Ogilvy Germany)
Executive Creative Director: Felix Fenz (Ogilvy Germany)
Technical Director: Jens Steffen (Ogilvy Germany)
Creative Director: Bjoern Kernspeckt, Stese Wagner (Ogilvy Germany)
Art Director: Andreas Richter, Philipp Bertisch (Ogilvy Germany)
Copywriter: Jens Friggemann, Thorsten Buesser (Ogilvy Germany)
Account Manager: Max Brunner, Simon Usifo, Samara Schulz, Vanessa Schmidtke, Anna-Karina Berels, Linda Schipp (Ogilvy Germany)
Avid/Editor: René Knoll (Stink Gmbh)
Director: David Henning (Moviebrats - Studios)
Director (Game Parts): Clemens Poloczek (Stink Gmbh)
Director (Casefilm): Christian Plaehn (Stink Gmbh)
Executive Producer: Martina Luelsdorf (Stink Gmbh)
Producer: Isabel Kast, Sara Barto (Stink Gmbh)
Performers/Artist: Izzi, Denny Pham (Self-employed)
Application Engineer: Frank Schwarzhoff (Ogilvy Germany)
Advertisers Supervisor: Michael Willeke, Leonardo Ogrady, Philip Hartmann, Felix Picker, Yvonne Seim, Hendrik Du Bois-Reymond (Coca-Cola)
Sound Engineer: Marius Wiechmann (Studio Funk Gmbh & Co. Kg)
Strategy:
The main challenge was: how can Coca-Cola engage with teens on a platform which is not meant to be for brands?The main target audience is aged 13 to 19 years. They spend more than three hours a day on social media. With up to 22 visits and 70 video views per day and user, Snapchat is the hottest channel for teens with highest activity rates, and of course it was our first choice – accompanied by shoutouts on our other owned channels on Facebook & YouTube kick-starting the awareness.We built the whole story around IZZI, a famous German Youtube and Snapchat influencer, well known by our target group. He’s also a host of CokeTV, a weekly branded content format, which already links him to the Coca-Cola brand. Denny Pham is one of the best German skateboarders, but just known in a very specific part of our target group.
Relevancy:
We redefined the social media platform Snapchat in an innovative way to create the interactive branded content format SnapSkate – the first Snapchat story turned into a game. A Snapchat Story is – like a predefined playlist – a couple of short videos, one after the other. In our videos a skater has to jump over obstacles – but fails every time. Only if you tap right before he fails, you skip to the next video with the skater jumping successfully over the obstacle, turning Snapchat into an game and allowing teens to play it entirely in a Snapchat Story.
Synopsis:
Snapchat is one of the most popular social media platforms for teens. But for brands it’s a tough task to tap into Snapchat’s popularity. Because teens instantly skip everything that feels like advertising. And Snapchat’s predefined ad formats are very expensive. So how can Coca-Cola promote the new Coca-Cola Zero Sugar on Snapchat in a smart way which is relevant and entertaining for teens?
Execution:
The game was live on the Snapchat channel of Germany’s most popular influencer and on the Snapchat channel of Coca-Cola Germany on 3 days: from the 31st of March till the 2nd of April. Snapskate started as a normal Snapchat post turning from regular film content to interactive game content with a strong and authentic role for the product.To reach German teens today you have to address them on social media – and with Snapchat being the coolest and fastest growing platform, it was our first choice – accompanied by shoutouts on our other social media channels on Facebook & YouTube kick-starting the awareness.To be relevant to the teens we had to create something new and newsworthy: the first native game in a Snapchat story. As content in a Snapchat story is only available for 24 hours, every single video of the game had to be uploaded at least 3
Outcome:
In the 3 days the game was online, 240,000 teens played the game. They created more than 7.5 million views proving that they loved the game. Resulting in 8,000 hours spent with the brand in total. 76% played SnapSkate all the way to the end and left their data to win one out of five real pro skateboards on our website.
Campaign Description:
To launch the new Coca-Cola Zero Sugar for teens we simply used Snapchat in an innovative way to create SnapSkate – the first Snapchat story turned into a game. With no coding or media investment at all, just an innovative use of the existing “skipping function”.A Snapchat Story is – like a predefined playlist – just a couple of short videos, one after the other. Our IDEA: a couple of short videos, in which a skater has to jump over obstacles – but fails every time. Only if you tap right before he fails, you skip to the next video with the skater jumping successfully over the obstacle. This allowed teens to play an entire game in the Snapchat Story of Germany’s most popular influencer featuring one of Germany’s most famous skateboarders.