Before launching any AR challenge, we work with our partner to come up with a creative brief, that would not only inform, but also inspire our community to take part in the challenge.
Snap x Lenslist
The Spring Into Action Lensathon
Snapchatters love posting to their Stories and to Spotlight! Many of those videos are inspired by Lenses created by our AR community. This Lensathon focused on urging AR Creators to build Lenses that are interactive, culturally relevant, and globally relatable. Lenses are at their best when they help the user tell a story, or express themselves, or even help them become a meme, and this was exactly what this challenge was about. Creators were tasked not only to publish Lenses, but also to publish their own videos on Snapchat Spotlight to boost this activation even further.
quick recap
1230
No. of Submissions
499
Registered Creators
40+
No. of Prizes
$30,000
Prize Pool
60+ countries
Reach & Diversity
Briefing Period
Creative Brief and Custom Landing Page
Then we designed a custom landing page (not a branded template), designed to communicate our partner’s mission and image, combined with our voice, the community knows so well.
On top of the LP, we also built a custom registration and submission form, adjusted to the know-how needs of our partner and in accordance with GDPR security and privacy standards.
Last, but not least – as the challenge Organizer, we came up with Terms and Conditions, together with our legal team and based on our multiyear expertise. Without this document, no challenge can be launched or conducted!
Submission Period
Outreach Campaign
With the submission period lasting only 4 weeks and thousands of people in our AR Community to reach,we had to up our communication to the highest levels. The channels we used:
Lenslist SocialsInstagram, Twitter, TikTok, Snapchat, Facebook, Discord – with more than 35k friends, followers or members on board.
Our Mailing ListProbably the most comprehensive AR yellow pages existing.
Social Media DMsDirect and not automatized communication is the key to connecting with our community.
The Results & Selection Period
In the end our campaign resulted in an amazing success and the most amount of submissions we’ve had so far with Snap AR – 1,230 engaging Lenses, viewed and used over a million times by Snapchatters – fully organically.
Together with judges at Snap, we took a couple of weeks to test and score the submissions and then announced the winners on all our channels.
Here are the top winning Lenses:
Once the winners are selected, we start the prize fulfillment process right away. With all the necessary paperwork needed to be signed to transfer the prize money to all different countries, with a data validation piece on top, this process takes a couple of weeks, but considering our experience in the field, we take care of the process from start to finish with no unnecessary issues or delays.
Final Thoughts
To sum up the Snap AR x Lenslist: The Spring Into Action Lensathon,we wanted to thank each and every participant for taking the time and all of your skills and putting them into this activation, making it such a powerful proof of the power we hold as a Community. And of course big thanks to our partner Snap, the whole team working with us to make this event happen and bringing amazing AR technology to life, allowing everyone to create.
This challenge proves that this format can work for all types of innovative brands. Why?
Hundreds of Creators developing AR experiences within your brand’s image, mission or campaign means thousands of people create content using these effects at the same time = more visibility, organic reach and brand awareness;
AR Community is ready to come up with high quality content, creative designs and well-developed 3D models (see the winners!);
You can license AR experiences you like most = wide spread of inspired work to choose from instead of 2 or 3 creative proposals from your agency;
AR Creators are social media influencers of creative spaces online and have global reach – the average followers count of an AR Creator is ~30k.
Boosting the innovative, creative and collaborative image of your brand = checking off all three most valuable tenets of web3/metaverse marketing approach.
Contact us to learn more about AR Community Challenges and take on the challenge yourself!