SnapperHero is the first-ever branded series created exclusively for Snapchat. The story was based around seven of the world’s biggest influencers getting super powers from AT&T. In this two-way, real-time series, fans controlled the storyline—even helping the influencers get super powers which served as product demonstrations. Opting to behave natively, we shot content with phones, served it vertically and integrated various platform capabilities such as “doodling.” Delivered via the “Stories” function, fans had just 24 hours to engage with the story before they missed out on an epic group experience with their favorite influencers.

SnapperHero solved the problem of an ephemeral platform by placing influencers into a native setting and engaging consumers to participate in creating an epic story. AT&T became an integral part of the storyline—not just a sponsor—by using the influencers’ super powers as non-intrusive product demonstrations. SnapperHero organically gained 190,000 followers who averaged 74%+ completion rates earning 133 million impressions. This advertisement-evading audience actively sought out branded content for 52 consecutive days , even trying to save it for later—our campaign generated 86K screenshots. We effectively positioned AT&T as an innovative brand who provides consumers with unique experiences.