ADC Awards
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Category
Craft in Online / Mobile / Use of Technology
Annual ID
ADC_INT21_024B
About the Work
Cheetos was launching its new Crunch Pop Mix on Super Bowl Sunday; a cheesy combination of Crunchy and Popcorn in one bag. The problem? Many other food brands were launching new products on the same night, so we needed a novel way to drive trial of our snack, not theirs. So, while they were all pushing people to grab their latest products off the shelf, we let people grab the new Cheetos right out of the TV screen.
How? By harnessing the second screen. We took Snapchat’s scan technology that can typically recognise static objects like plant species and dog breeds, and pushed it even further. For the first time ever, we got Snapchat to input every frame of a TV commercial into their camera’s machine learning software - in this case, all 1,440 frames of our ad. This meant that when a Snapchatter held the mobile app up to our 60 second Super Bowl spot and held down on their screen, the Snapchat camera could instantly recognize it and unlock a virtual coupon for a free bag of Cheetos.
There wasn’t a traditional snapcode in sight. Instead, we let people in on this hack through a targeted game day lens that gave people a timely tutorial just hours before our ad aired.
How did it go? This world-first idea, dubbed ‘Cheetos Snap to Steal’, is Snapchat’s most successful Scan-to-AR activation to date. And it’s Cheetos’ most successful product launch too. More than 50,000 bags were ‘stolen’ during the fleeting 60 second window (the length of our ad), and Crunch Pop Mix ended up ranking #1 for purchase intent out of every other Super Bowl advertiser, according to consumer survey firm Influential.
How? By harnessing the second screen. We took Snapchat’s scan technology that can typically recognise static objects like plant species and dog breeds, and pushed it even further. For the first time ever, we got Snapchat to input every frame of a TV commercial into their camera’s machine learning software - in this case, all 1,440 frames of our ad. This meant that when a Snapchatter held the mobile app up to our 60 second Super Bowl spot and held down on their screen, the Snapchat camera could instantly recognize it and unlock a virtual coupon for a free bag of Cheetos.
There wasn’t a traditional snapcode in sight. Instead, we let people in on this hack through a targeted game day lens that gave people a timely tutorial just hours before our ad aired.
How did it go? This world-first idea, dubbed ‘Cheetos Snap to Steal’, is Snapchat’s most successful Scan-to-AR activation to date. And it’s Cheetos’ most successful product launch too. More than 50,000 bags were ‘stolen’ during the fleeting 60 second window (the length of our ad), and Crunch Pop Mix ended up ranking #1 for purchase intent out of every other Super Bowl advertiser, according to consumer survey firm Influential.
2021 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Goodby Silverstein & Partners / San Francisco
Digital Agency
Nutmeg + Sunshine
Snapchat
PR / Marketing Agency
Ketchum
Production Company
Hungry Man
Music / Sound Production Company
Beacon Street
Post Production Company
Exile
The Mill
Media Distribution Company
OMD
Vayner
Art Director
Kevin Medina
Thomas Gledhhill
Tim Devlin
Chief Creative Officer
Margaret Johnson
Creative Director
Dave Lawson
Eamonn Dixon
Harrison Barron
Stefan Copiz
Todd Bradley
Director
Bryan Buckely
Katelyn Muchowski
Director of Photography
Tommy Moore
Editor
Kirk Baxter
Ryan Burbank
Executive Producer
Caleb Dewart
Cl Kumpata
Kristen Terr
Leslie DiLullo
Mino Jarjoura
Sara Ward
Photographer
F. Scott Schafer
Writer
Lennie Galloway
Liz Vargas
Assistant Editor
Mitch Goldberg
Brand Strategy Director
Gabriella Dishotsky
Cinematographer
Pär M. Ekberg
Communications Strategy Director
Caitlin Neelon
Creative Strategist
Cole Bailey
Group Brand Strategy Director
Ralph Paone
Senior Communications Strategist
Drew Forrest
Senior Producer
Alex Healy
Dan Watson
Kate Vadnais
Senior Strategist
Gillian Burke
Shaza Elsheshtawy
SVP & Chief Marketing Officer
Rachel Ferdinando
2D Artist
Greg Rubner
2D Lead Artist / Finish Artist
Tim Crabtree
3D Artist
Melanie Okamura
3D Lead Artist
James Atkinson
Account Director
Chris Nilsen
Account Manager
Lindsay Foregger
Maria Ragusa
Account Supervisor
Alaina Zuniga
Grace Ahlering
Arrangement
Andrew Feltenstein
John Nau
Assistant Account Executive
Ashleigh Hernandez
Assistant Account Manager
Tysjah Pitchford
Associate Director, Digital Activation
Kate McPhee
Associate Director, Planning
Amanda Willison
Associate Producer
Camille Burkett
Associate, Planning
Nicole Berrin
Brand Communications Senior Representative
Lindsey Smith
Broadcast Traffic Manager
Rowena Cuejilo
CEO, Shakermaker
Emma Quigley
Co-Chairman
Jeff Goodby
Rich Silverstein
Communications Director
Chris Yemma
Director of Analytics
Emily Brandon
Director of Business Affairs
Judy Ybarra
Director of Production
Anastasia Von Rahl
Director of Strategic Insights
Brodie Dunn
Director Strategy
Maddie Gupta
Director, Digital Activation
Ashley Silver
Edit Assist
Rochely Zapata
Engineer
Rommel Molina
Global Head of Business Affairs, Talent & Influencers, UEG
Dina Mallin
Group Account Director & Director of Account Management
Meredith Williams
Head of Broadcast Production
Leila Gage
Head of Production
Jennie Fischer
Jennifer Locke
Marian Harkness
Managing Account Supervisor
Francisco Aguirre
Managing Director
Susanna Earnerst
Managing Partner
Brian McPherson
Marketing Analyst
Joey Rickert
Marketing Director
Melody Macaluso
Marketing Manager
Lauren Creed
Media Relations Specialist
Jackie Zabielski
Partner, Media & Content Strategy
Lori Beecher
Production Coordinator
Aubrey Bang-Guerin
Production Supervisor
Cassidy Gill
Senior Account Executive
Kelsey Kolisek
Senior Associate, Planning
AnaPaula Holguin
Senior Brand Director
Jess Spaulding
Senior Print Producer / Art Buyer
Noah Dasho
Senior Vice President
Ilana Shenitzer
Marissa Solis
Nicole Moreo
Senior Vice President, Group Manager
Samantha Wolf
Supervisor, Digital Activation
Brian Beckwith
Supervisor, Planning
Ermira Pashtriku
Trafficking Manager
Kristian Evanculla
Vice President
Anne Flavin
Brooke Brandenborg
Travis Culver
Vice President, Group Manager
Erica Saviano Tsioutas
Video Expert, APR
Carol Pock
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