Sunday, April 13th at 5pm, timed with the MTV Movie Awards, users were able to follow the events of “Rush Order”, the first ever Snapchat film, as they unfolded. The film lived as a Snapchat Story, an API that strings together Snaps and lasts for exactly 24 hours. Moments from the film crossed over onto Twitter and Instagram in the form of screenshots designed to drive users to the mobile experience where our MTV Movie Awards intern had the impossible task of getting his bigwig boss the newest Doritos Loco Taco... before it was even out.

Both during and after the Snapchat film, Twitter and Instagram exploded with discussion about the new DLT and what would happen next in the film. The conversation was successfully reignited as we received over 5,200 mentions and over 17.4 million impressions on social media with a positive net sentiment of 91%. Additionally dozens of media outlets covered the activation, resulting in over 74 million impressions. And the cherry on top is we more than doubled Taco Bell’s Snapchat following in 24 hours, resulting in a 134% increase.