COCA-COLA: ESPN GAMEDAY ANALYST BITMOJIS
Challenge: Create social media programming around Coca-Cola’s sponsorship of ESPN College Gameday that cuts through the noise of other sponsors to engage college football fans.
Insight: College students prefer Snapchat to other platforms because it provides a sense of shared community for self-expression. However, branded filters and forced advertisements are disrupting the space, and college students continue to search for brands that provide authentic integration.
Solution: We designed custom bitmoji avatars for ESPN’s College Gameday Talent to feature through Snapchat Filters on each stop of the Gameday tour. Leveraging Snapchat’s recent integration of bitmoji allowed us to connect with college students through a shared space. These recognizable filters allowed college students to creatively express their unique fandom without overt brand interruption. The campaign garnered 6.2M impressions, 3.8M unique reach, a 27% average share rate and 4 minutes average screen time.
