Cannes Lions
Coca-Cola Germany took home a Bronze Lion for its innovative Snapchat game SnapSkate at Cannes Lions 2017.

Specially developed for Snapchat to launch Coca-Cola Zero Sugar in Germany earlier this year, the classic jump’n’run-style game competed against 290 other entries in the media category. The idea was developed together with Ogilvy Berlin and rewarded for its novel use of brand integration in the social media platform.

Now in its 64th year, the international festival of creativity recognises creative achievements across communications, marketing, entertainment, design and technology, with the Lion awards regarded the world over as the ultimate creative accolade and a shining symbol of industry-shaping work.

Snapchat first

For SnapSkate, Coca-Cola Germany created the first brand-owned gaming experience using genuine, native game content directly in a Snapchat story and engaging with the platform's core audience of tweens and teens.

The game's simple, but effective use of the platform's regular navigation functions allowed users to guide pro-skateboarder Denny Pham through a range of obstacles by tapping on their screen, collecting as many Coke coins as possible to be in with a chance to win one of five pro-skateboards.

Within the first three days, 240,000 users had played the Snapchat game, generating 7.5 million views. And of those keen young users, 76 percent completed the game, equalling a total of over 8,000 hours spent with the Coke brand on a platform where every second counts. As the go-to medium for the digital generation, Snapchat is key for Coca-Cola to build brand love.

Felix Picker, content manager and social media, Western Europe, says: "With SnapSkate, we were taking an innovative approach to capture the full potential of Snapchat for our brand. We wanted to offer our young consumers a great brand experience on one of their most popular social platforms."