This year’s Super Bowl ads played it safe on TV, but things were far more creative on the second screen, which led to massive engagement. Gatorade’s Super Bowl themed sponsored Snapchat filter drove 160 million impressions—more than the 115 million viewers who watched the game. The minimally branded animation let users drench themselves with a digital Gatorade cooler in video selfies. The viral take off of the filter was all about “perfect timing,” which reflects Gatorade’s current Twitter strategy of “marketing in the moment, marketing in real time, marketing at the speed of sport.” (Digiday)
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