CHEETOS : SNAP TO STEAL

The world’s first Super Bowl commercial you could steal from

Amongst other things, Super Bowl Sunday is the ultimate food-brand fight night with product marketers scrambling for viewer’s attention and trial.

Instead of just pushing consumers to grab our product off the shelf, we devised a trial-driving shortcut that leveraged Snapchat’s image-recognition technology to let people grab the new Cheetos right out of the TV screen. For the first time ever, we got Snapchat to input every frame of a TV commercial into their camera’s machine-learning software—all 1,440 frames of our ad. So when people scanned our ad, the unlocked a free trial of Cheetos Crunch Pop Mix.

Recognized at:

D&AD: Wood Pencil // One Show: 1x Bronze, 2x Merit // Cannes Lions: 2x Shortlists // Andy Awards: Gold // ADC: 1x Silver, 2x Bronze // Webby Awards: 2x Winner, 1x Nominee

Case Study