Snapchat’s disappearing photos and videos bring the “fear of missing out” to an engaged audience consisting mostly of millennials. Despite rising competition from Instagram, the “ghost” is still a strong platform for reaching over 100 million users who watch over 10 billion videos per day. Video game brands know this and they are getting creative when it comes to reaching audiences.
The most obvious and unique feature on Snapchat is the sponsored lens—transforming selfies into characters from a game or transporting them to fictional worlds. For the launch of Dishonored 2, Bethesda offered a Snapchat filter that superimposed either Corvo’s iconic mask or Emily’s decorative bandanna pulled over the nose and mouth.
Microsoft, meanwhile got fans ready for Gears of War 4 with a special lens that transformed users into Marcus Fenix, the game’s protagonist. Even women got in on the action, stubble and all. Activision celebrated the launch of Call of Duty: Infinite Warfare zombie mode, Zombies In Spaceland by offering a unique twist on the Snapchat filter—not only did it transform users into a zombie dressed in 1980s-inspired garb, but the zombie sang “Relax” by Frankie Goes To Hollywood.
Activision Blizzard also released a sponsored filter to promote Overwatch featuring characters from the popular game. Last year, Nintendo purchased a sponsored geofilter that superimposed a holiday theme as gamers did their seasonal shopping.
Filters aren’t the only way for gaming brands to engage their fans. The sense of urgency that comes with disappearing posts means that companies can offer limited time exclusives or first looks. Bungie, for example, released a trailer for its Destiny: Rise of Iron expansion over Snapchat in June. The trailer was accidentally posted ahead of the official announcement, which worked to get fans that much more excited.
Trailers, behind-the-scenes looks and special promotions make Snapchat the perfect place to offer limited-time campaigns. Plantronics hosted an Easter Egg hunt giveaway on the platform in April, offering fans a free RIG headset. As always, social networks like this are perfect for Influencer partnerships. When Flaregames debuted its mobile title, Nonstop Knight in June, the company teamed up with four influencers to promote a contest. Snapchat users were invited to submit creative videos using the fast forward option and tagging it with #NonstopKnight. The winner took home a filming drone worth around $1,400. When the developer added pets to the game, it was a great excuse to raise brand awareness through an animal-based competition. Four more Snapchat influencers competed for votes to raise awareness and funds for the animal charities of their choice.
