The Dutch Ministry of Defense drives awareness and recruitment with Snapchat

The Ministry of Defense in the Netherlands worked together with Snapchat to launch a "Don't Blink" challenge Lens. The Lens challenged Snapchatters to keep their eyes open and showed the roles in the armed forces, to raise awareness and to drive recruitment in The Netherlands.

Snapchatters found themselves as army soldiers when opening the Lens. The longer they didn’t blink, the more equipment they would unlock: a helmet, a microphone, and night scope equipment.

The Lens challenge reached a total of 2.9 million impressions.

Source: Snap Inc internal data, December 2018.