Ever since Super Bowl 50 in early February, Gatorade has made Snapchat a main priority as part of its social engagement strategy in 2016.
Gatorade and tennis star, Serena Williams, partnered around the use of a sponsored lens, which garnered an estimated 160 million impressions; users could receive a Gatorade bath over their video selfies. Last week, the 51-year-old Gatorade announced its integration on Snapchat around high school football games this Fall.
Now, heading into the 2016 U.S. Open, Gatorade has released a video game ad, called ‘Serena Match Point.’ The game will feature 22 levels, one for every Williams Grand Slam victory. If Williams wins the Women’s Finals on September 10, Level 23 will then unlock.
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Snapchatters can find ‘Serena Match Point’ inside ESPN’s Discover Channel on Snapchat along with SerenaMatchPoint.com. Additionally, the brand will use other social media platforms, such as Facebook, Instagram and Twitter, to direct users to the video game.
“We thought it would be a really fun way to celebrate one of the best athletes of our generation as she competes for a record-breaking 23rd Grand Slam title,” said Kenny Mitchell, Head of Consumer Engagement for Gatorade, to Digiday.
Gatorade’s use of Snapchat as a marketing tool originated last Fall when it created football content for the platform’s Live Stories and its “Moving The Game Forward” campaign.