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How brands are using games to convert on Snapchat

Snapchat's mainly millennial audience is increasingly turning to the platform for gaming, and brands are cottoning on.

The latest is an interactive game from Under Armour.

Game on

The game, It Comes From Below, is built on Under Armour's campaign starring Carolina Panthers quarterback Cam Newton.

The game allows users to play as Newton and dodge a variety of obstacles.

Square eyes

The game, accessible via an ad in Snapchat's Discover tab, has been played an average of 78 seconds per user.

Snapchat says 20% of US and Canadian users swiped to play the game, while 19% of those who played shared the game.

While It Comes From Below is only available to North American users, it hints at how Snapchat marketing may be evolving globally.

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SMK Editor

SMK Editor

December's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

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  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Google Analytics 4 on Wednesdays from 1 pm – 2 pm AEST

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Content Marketing Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: Content Marketing Strategy & Evaluation
  • Module 2: Social Media Organic & Paid Content Best Practices
  • Module 3: Optimising Content for Google Search Success
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Conversion Rate Optimisation (CRO) Masterclass on Fridays from 11 am – 1 pm AEST

  • Module 1: Conversion Rate Optimisation (CRO) Testing & UX Best Practices
  • Module 2: Tracking Conversions With Google Analytics, Meta Pixel & More
  • Module 3: Conversion Rate Optimisation Testing, Experimentation & Data Analysis
  • Module 4: Owned, Earned & Paid Media Conversion Rate Optimisation Strategies

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