Gatorade made a big splash on Super Bowl Sunday and not just on the field at Levi’s Stadium. The sports drink company created a “sponsored lens” for Snapchat that received a record number of views for the ad product.
The ad, which launched Sunday morning, allows Snapchat users to have eye black and dunk themselves with a Gatorade container over their selfie. The lens received more than 100 million views, Gatorade announced via Twitter on Monday.
The views came from Snapchat users using the filter and sharing it privately to their friends or posting it on their stories. Snapchat says there are more than 100 million daily active users on the app and that more than 60 percent of 13- to 34-year-old smartphone owners in the U.S. use Snapchat.
— Gatorade (@Gatorade) February 8, 2016
Neither Gatorade nor Snapchat disclosed how many unique viewers saw the lens or any demographic information on the users. It is available in the United States as well as Mexico, Argentina and Colombia, and the product is still running for the next 24 hours.
Regardless of how many unique users it reached, Snapchat’s statistic is still impressive given that it was one ad product on one social network. Facebook reported more than 60 million people discussed the Super Bowl last night with more than 200 million posts, comments and likes on Sunday. These statistics failed to beat last year’s number. Instagram reported 38 million people having 155 million interactions. Twitter has yet to release its own numbers.
— Grant Gurewitz (@GrantGurewitz) February 8, 2016
The attention on Snapchat doesn’t come cheap. Sponsored lenses are reported to be worth $750,000 per lens for holidays, according to Re/code, which could mean the Super Bowl. Weekday lenses are estimated to cost $500,000. Previous advertisers include Fox Studios for “The Peanuts Movie” for Halloween and Apple’s Beats.
Lenses are one of several ad products Snapchat offers, in addition to sponsored geofilters and video advertisement on Live Stories and the Snapchat Discover network. Previously, Snapchat allowed users to purchase lenses from an in-app store, but it discontinued the feature in November.