Snapchat’s new OOH campaign demonstrates to advertisers its ability to capture high-intent attention during major global events.
The ‘So, about that Snap’ campaign, which was created by Weirdo and Undercover Arts, comprises large OOH displays that show clips of fan reactions during World Cup matches.
The largest of these installations is a takeover of The Shoreditch Stack with a ‘reactive’ extra-large display showing posts from Snap.
Other experiential pop-ups are planned for Boxpark Camden and Black Bear Burger Shoreditch, where passers-by can interact with Snap’s AR Mirrors to create photos and take home printed souvenirs.
The films will also be shown in video ads on VOD platforms, Meta, YouTube and Snapchat, and there will also be print placements in The Times and The Sunday Times.
The campaign highlights Snapchat’s unique infrastructure as a reactive media platform where user-generated content can be instantly scaled into public-facing media assets. Showing live broadcasts of real Snapchat users for an event as big as the World Cup seems natural (and ensures that there are plenty of Snaps to share), but it advertises Snapchat’s capacity to show real reactions to any brand or trend. The videos will be updated throughout the tournament, adding real-time commentary and victory announcements.
‘Snapchat is a two-player experience,’ said Aarohi Dhir, Snapchat’s head of global brand strategy. ‘Our strategy was to use a real-time engine to source raw stories directly from our community from chat to billboard. You can’t fake the energy of a group chat.’