The One Show
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Category
Social Channel / Single Platform
Annual ID
OS_SM21_005B
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? We harnessed Snapchat’s scan technology that can typically recognize 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 any US Snapchatter held the 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.
This world-first idea, dubbed ‘Cheetos Snap to Steal’ existed exclusively on Snapchat and could only be accessed when our commercial played on TV. There wasn’t a traditional snapcode in sight to drive people to it. Instead, we let people in on this hack through a targeted game day Snap lens that gave people a timely tutorial just hours before our ad aired.
How did it go? 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, 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? We harnessed Snapchat’s scan technology that can typically recognize 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 any US Snapchatter held the 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.
This world-first idea, dubbed ‘Cheetos Snap to Steal’ existed exclusively on Snapchat and could only be accessed when our commercial played on TV. There wasn’t a traditional snapcode in sight to drive people to it. Instead, we let people in on this hack through a targeted game day Snap lens that gave people a timely tutorial just hours before our ad aired.
How did it go? 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, 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 Pencil
Credits
Agency
Goodby Silverstein & Partners / San Francisco
Digital Agency
Nutmeg + Sunshine
Snapchat
PR / Marketing Agency
Ketchum
Client / Brand
Frito-Lay North America, Cheetos
Production Company
Hungry Man
Music / Sound Production Company
Beacon Street
Post Production Company
Exile
Media Distribution Company
OMD
VaynerMedia / New York
Art Director
Kelvin Medina
Thomas Gledhill
Tim Devlin
Chief Creative Officer
Margaret Johnson
Chief Marketing Officer
Rachel Ferdinando
Creative Director
Dave Lawson
Eamonn Dixon
Harrison Barron
Stefan Copiz
Todd Bradley
Director
Bryan Buckley
Katelyn Muchowski
Director of Photography
Tommy Moore
Editor
Kirk Baxter
Ryan Burbank
Photographer
F. Scott Schafer
Strategist
Gillian Burke, Sr.
Typographer
Travis Culver
Writer
Lennie Galloway
Liz Vargas
Assistant Editor
Mitch Goldberg
Brand Strategy Director
Gabriella Dishtosky
Cinematographer
Pär M. Ekberg
Comms Strategy Director
Caitlin Neelon
Creative Strategist
Cole Bailey
Group Brand Strategy Director
Ralph Paone
Senior Comms Strategist
Drew Forrest
Senior Producer
Alex Healy
Dan Watson
Kate Vadnais
Senior Strategist
Shaza Elsheshtawy
2D Lead Artist
Greg Rubner
Tim Crabtree
3D Lead Artist
James Atkinson
Melanie Okurama
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
Business Affairs Manager
Kristian Evanculla
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
Leila Gage
Director of Strategic Insights
Brodie Dunn
Director Strategy
Maddie Gupta
Director, Digital Activation
Ashley Silver
Edit Assist
Rochely Zapata
Engineer
Rommel Molina
EP
Cl Kumpata
Global Head of Business Affairs, Talent & Influencers, UEG
Dina Mallin
Group Account Director
Meredith Williams
Head of Production
Jennie Fischer
Jennifer Locke
Marian Harkess
Managing Account Supervisor
Francisco Aguirre
Managing Director
Susanna Earnest
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
Nicole Moreo
Senior Vice President, Group Manager
Samantha Wolf
Supervisor, Digital Activation
Brian Beckwith
Supervisor, Planning
Ermira Pashtriku
SVP, Core Brands
Marissa Solis
Trafficking Manager
Rowena Cuejilo
VFX Production
The Mill
Vice President
Anne Flavin
Brooke Brandenborg
Vice President, Group Manager
Erica Saviano Tsioutas
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