Cannes Lions

Serena Williams | Match Point | Gatorade

TBWA\CHIAT\DAY, Los Angeles / GATORADE / 2017

Case Film
Case Film
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Overview

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Credits

Overview

Description

We created a 22-level video game embedded within a standard Snapchat ad unit. The game took users through the journey of Serena’s entire career and challenged them to win each of her 22 Grand Slams along the way. We distilled every Major into a specific level and even duplicated Serena’s exact outfits and hairstyles down to a pixel to make sure the game was as historically accurate as possible. And with each level played, the game became harder and harder to beat. Making users aware of just how impressive Serena Williams’ career really is.

Execution

The game was placed within the ESPN Discover page on Snapchat and ran for the duration of the US Open. Since their story was customized for the tournament, it was the perfect place to reach our target audience and use our game to teach them even more about the tournament’s heavy favorite - Serena Williams.

Outcome

The game was a hit, garnering over 395 million impressions and shared by one in every three people who came across it. It was featured by hundreds of media outlets, ranging in topics from sports to gaming to technology. By challenging the narrative of the platform, we were able to do something on Snapchat that had never been done - we got users to stop. Spending over three minutes on our game, 65 times longer than the Snapchat average. Proving that no matter the medium, everyone has time for a great story.

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