By combining Snapchat’s infamous self-destructing message with the users’ dishonourable behaviour of screenshotting snaps, we created ‘The One Second Coupon’, a Snapchat coupon for free Oak that disappeared after one second. Fans who managed to screenshot the coupon before it disappeared were able to grab themselves a free OAK.

The Snapchat promotion was announced through promoted Facebook posts. Fans who added us on Snapchat were sent a snap containing a unique coupon for a free OAK. Fans had just one second to screenshot the coupon before it disappeared. Using Snapchat’s native screenshot notification functionality, we were able to prevent cheating and verify the coupons.

- The promotion that was set to last a month, was over in just three days

- Reached an audience of 250k fans across Facebook and Snapchat.

- 500 coupons were redeemed. Many more tried and failed.

- Became one of Australia's most popular branded Snapchat accounts within days.

The entire campaign is built around Snapchat, which is a platform designed specifically for one-to-one communication. It promotes and dramatises the product, as well as building a relationship/community with our online fans.

With Snapchat being the most popular app amongst the target audience, we used its native functionality to dramatise the product's ability to make you feel alert and decisive, without any extra builds or add-ons.

For the past five years OAK has been Australia’s only cure for hungrythirsty, a weak state of mind where you are indecisive, sluggish and slow. OAK was looking for a way to bring this message to life in a way that spoke to our social media savvy audience using their favourite platform: Snapchat.