Gatorade innovates on Snapchat with its new campaign inspired by Serena Williams

Gatorade is one of the brands that has had greatest success on Snapchat with its piece for the Super Bowl. Its latest effort is a tennis game with Serena Williams with 8-bits graphics, making reference to Nintendo style game. Kenny Mitchell, Head of Consumer Engagement at Gatorade, said that 35% of people who see it share it with friends. The ad also has seen average time spent of more than three minutes per person and a more than 16% play rate, added Mitchell. For the mobile world, these figures are positive. In the game there is a representation of Serena Williams, who challenges users to a tennis match. The functionality of this game stems from the new tools offered by Snapchat’s interactive ads. People can carry out different actions when watching videos, including playing.”We wanted to do something a bit disruptive, a bit fun, so we had this idea for a retro game” said Mitchell. This campaign coincides with the U.S. Open and appears on the ESPN channel in Snapchat’s Discover section. This is the first videogame ever on the mobile video platform’s history.The company did not disclose the price of this format, but it is known for its high rates on advertising products.