DIRECTV  Connects Snapchatters to Fellow Fans With Their Major League Baseball AR Campaign, Driving 17M+ Impressions On and Off Platform

When it comes to watching sports, Snapchatters love to tune in and root for their favorite teams with their close friends and family. And DIRECTV knows a thing or two about connecting fans and offering them the best experience possible! 

To celebrate Major League Baseball (MLB) season, the broadcasting giant turned to Snapchat to create a campaign that would increase MLB message association while driving sales for DIRECTV and enhancing the consumer experience. The brand wanted to deliver their AR messaging both on and off Snapchat to effectively reach baseball enthusiasts everywhere.

With an average of 75M Snapchatters tuning in to watch Sports content together on Snapchat each month, ³ and 70% of Snapchatters using the app while watching sports, ⁴ DIRECTV had an incredible opportunity to tap into a massive, unique, and highly engaged audience of MLB fans and cable TV watchers. The brand opted for a holistic, multi-product ad approach using AR Lenses, Snapcodes, Story Ads, Snap Ads, and Commercials combined with digital out of home media featuring the AR creative (two AR Lenses). By running the AR campaign both on and off Snapchat, DIRECTV was able to significantly extend their reach and surround MLB fans with engaging content to share and celebrate together.

DIRECTV’s holistic, cross-functional strategy enabled them to take advantage of ad opportunities not available on any other platform, ultimately increasing scale, extending reach, and driving sales. Overall, the brand’s campaign achieved 17.1M AR Impressions ¹ and more than 173K earned reach for the two branded AR Lenses.² It’s clear, when it comes to their Snapchat campaign for Major League Baseball, DIRECTV is batting a thousand! 

Brand: DIRECTV

Media Agency: Hearts & Science

Creative Agency: Critical Mass