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

Gatorade is one of the most successful brands on Snapchat with its Super Bowl piece. Its latest effort is a tennis game starring Serena Williams with 8-bit graphics, referencing Nintendo-style gaming. Kenny Mitchell, Gatorade’s consumer engagement manager, said 35% of people who see it share it with friends. The ad also saw an average time spent of more than three minutes per person and a read rate of more than 16 percent, Mitchell added. For the mobile world, these figures are positive. In the game, there is a depiction of Serena Williams, who challenges users to a tennis match. The functionality of this game comes from the new tools offered by Snapchat’s interactive ads. People can perform different actions when watching videos, including playing. “We wanted to do something a little disruptive, a little fun, so we had this idea of ​​a retro game,” Mitchell said. This campaign coincides with the US Open and appears on the ESPN channel in the Discover section of Snapchat. This is the first video game in the history of the mobile video platform. The company has not disclosed the price of this format, but it is known for its high prices on advertising products.