German Ministry of Defense

by German Ministry of Defense


To raise awareness and tap into the pride of being a soldier, the Bundesministerium der Verteidigung (German Ministry of Defense) ran a Lens designed to put Snapchatters in combat gear. Unlocked with a Snapcode, Snapchatters found themselves as Army soldiers equipped with a helmet, microphone, and nightscope. Creative best practices — such as including an eyebrow trigger that turned the view into night vision — helped the Lens reach over 2 million Snapchatters with a share rate of 8.35%.


Read more: Driving Recruitment and raising awareness for the German Ministry of Defense