Launched to celebrate Cinco de Mayo 2016, the Taco Bell Snapchat lens was a sponsored AR experience for users that included a digital taco mask. The playful campaign may seem silly, but the sponsored lens was used over 224 million times, creating a huge return on investment for the Mexican-inspired fast food brand.
Live for only one day within the US, the Taco Bell Snapchat lens in honor of Cinco de Mayo 2016 beat a record of 165 million views in one day previously held by Gatorade from a campaign related to the Super Bowl.
The ad format is considered to be one of Snapchat's most lucrative at the moment, with Adweek previously reporting the amount to be approximately $750,000 for a 24-hour sponsored lens. The high cost of the medium speaks to the ROI on the platform given its unique ease in generating user-generated ad content.
Key Themes Behind This Trend
- Sponsored AR Lenses
- Brands can leverage Snapchat's sponsored AR lenses to create playful and engaging advertising experiences that users will want to share.
- User-generated Content
- The high ROI of sponsored lenses on Snapchat highlights the power of user-generated content in digital advertising.
- Holiday-themed Campaigns
- Creating holiday-themed lenses and campaigns can generate virality and increased brand awareness for companies.
Where This Applies
- Fast Food
- Fast food chains can use sponsored AR lenses to promote their menu items and engage younger demographics through playful and interactive experiences.
- Beverage
- Beverage companies can incorporate branded lenses and user-generated content into their marketing campaigns to create viral buzz and reach a wider audience.
- Technology
- Developing AR technology for advertising purposes can be a disruptive innovation opportunity for tech companies seeking new revenue streams.
