For example, it partnered with the U.S. Air Force to create a Flyover Lens allowing both the game’s attendees and users at home to see a fleet of USAF aircraft flying above. With Doritos, a Triangle Tracker Lens transforms a side of the pyramid-shaped Luxor Hotel in Las Vegas into a giant chip promoting the Frito-Lay brand’s new Dinamita flavor and unlocking a sweepstakes where users can win tickets to next year’s game. And Pringles’ “Where is Mr. P?” Lens supports its spot with Chris Pratt, allowing users to wear the mascot’s famed mustache, eyebrows and bow tie. 

Snap Stats: Unfiltered 

The company reported that last year’s Super Bowl saw over 2 billion engagements with Snapchat lenses in North America, and nearly 10 million unique viewers of NFL content for Super Bowl 58 on the platform.  

Snapchat reports 414 million active daily users and more than 800 million active monthly users, as well as over 90% reach among 13- to 24-year-olds and over 75% reach among 13-34-year-olds across more than 25 countries.

A recent analysis done with Kantar revealed that Super Bowl campaigns executed using the platform were 2.2x more effective in driving ad awareness.