To launch the new Coca-Cola Zero Sugar for teens we simply used the Snapchat app in an innovative way to create SnapSkate – the first Snapchat story turned into a game. With no coding or media investment at all, just an innovative use of the existing “skipping function”. A Snapchat Story is – like a predefined playlist – just a couple of short videos, one after the other.

Our IDEA: a couple of short videos, in which a skater has to jump over obstacles – but fails every time. Only if you tap right before he fails, you skip to the next video with the skater jumping successfully over the obstacle. This allowed teens to play an entire mobile game in the Snapchat Story of Germany’s most popular influencer featuring one of Germany’s most famous skateboarders.

The game was live on the Snapchat channel of Germany’s most popular influencer and on the Snapchat channel of Coca-Cola Germany on 3 DAYS: from the 31st of March till the 2nd of April.

Snapskate started as a normal Snapchat post turning from regular film content to interactive game content with a strong and authentic role for the product. To reach German teens today you have to address them on social media – and with Snapchat being the coolest and fastest growing platform, it was our first choice – accompanied by shoutouts on our other social media channels Facebook & YouTube kick-starting the awareness.

To be relevant to the teens we had to create something new and newsworthy: the first native game in a Snapchat story.

As content in a Snapchat story is only available for 24 hours, every single video of the game had to be uploaded at least

In the 3 days the game was online, 240,000 teens played the game. They created more than 7.5 million views proving that they loved the game. Resulting in 8,000 hours spent with the brand in total. 76% played SnapSkate all the way to the end and left their data to win one out of five real pro skateboards on our website.