Snapchat is offering a broad range of content and creative tools with Super Bowl themes, including special augmented reality (AR) Lenses, Filters and Stickers for users to decorate their messages in the app, per information that parent company Snap shared with Mobile Marketer. The app also will have NFL content in a commemorative Marker Lens and Cameos, the feature released last month to create deepfake-style videos.
In touting its reach among sports fans, Snap said that almost 75% of Snapchat users who plan to watch March Madness also look at the image-messaging app while viewing live sports, per survey results posted to a blog. The 82nd NCAA Men's Basketball Tournament begins on March 17 and ends on April 6.
Sandwich chain Subway last year ran a campaign on Snapchat during the tournament and saw a six-point lift in ad awareness and an eight-point gain in brand affinity — three times the average for the restaurant industry. Among Generation Z and millennials, Subway saw a 13-point gain in brand favorability and 17-point lift in brand affinity, per data from researcher Kantar that Snap cited in a case study.
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