A few weeks before the match, Snapchat introduced a new media space offer: geofilters. In other words, the possibility of sending location-based messages on the platform to extremely precise locations…

With this new geofilter technology, the Stade Français Paris decided to create the very first advertising campaign aimed at their “enemies” inside their own stadium! All the Racing 92 supporters present at the match discovered a message from their rivals on their telephones, informing them that if they wanted to watch a real performance, they should go a few miles away … to the Stade Français Paris!

The precision of Snapchat’s targeting tool allowed us to launch the campaign just a few minutes before the match, so that the Racing 92 didn’t have time to realise what was going on. To increase our viral potential and send the message to the whole of France, rather than just to the stadium, the weeks before the match, we obtained the phone numbers of all the sports journalists set to cover the event and sent them a message in the first minute of the match, inviting them to open the application.

As rugby clubs are greatly supported by their fans, we posted the campaign on the club’s social media networks, who were quick to share it massively.

More than 500 000 impressions on different social networks (with a single snap during the 80-minute match!)

More than 30 press mentions in France.

For just 55,80 € in paid media.