In a follow-up to Crypto.com’s February 2022 Super Bowl ad featuring hoops superstar LeBron James speaking to a CGI younger version of himself, the start of March saw it team up with Snapchat to release a new lens allowing users to walk into the basketball player’s childhood bedroom.
You’ve seen the new #FFTB spot, now step into @KingJames' world.
We recreated LeBron’s bedroom circa 2003 in 3D! pic.twitter.com/qE1onr0RCP— Crypto.com (@cryptocom) February 14, 2022
The Easter themed marketing initiative enabled users to explore a virtual recreation of the LA Lakers’ small forward’s room from his early years and to find hidden Easter eggs which unlock additional mixed reality experiences.
Scan the code below on @Snapchat or visit https://t.co/zoTasr3bK3 to unlock the experience! pic.twitter.com/uhjnGYYjhP
— Crypto.com (@cryptocom) February 14, 2022
The lens also sought to drive users to download Crypto.com’s mobile app and encourage users to engage with the brand and its marketing on a more personal level.
“We worked hard to recreate LeBron’s high school bedroom for our Super Bowl spot. When looking for ways to extend the story and deliver an immersive experience, Snap offered a great opportunity for our community and LeBron James fans world-wide to be transported back to 2003 through this innovative Portal Lens,” explained Crypto.com’s Chief Marketing Officer Steven Kalifowitz.
Comment
This is an innovative approach to using mobile second-screening to extend the life of a Big Game commercial and maximising value from a Super Bowl media buy.
According to brand research, US Snapchat users engaged with AR more than 2.1 billion times on Super Bowl Sunday: thus demonstrating high interest levels in mobile virtual experiences among the app’s user base.
Indeed, mentions of the ‘Super Bowl’ on the social media platform rose 50% from 2021’s Big Game according to Snap’s own data.
Snapchat currently reports a monthly user base of 500 million users and 319 million daily active users – 200 million of whom engage with Snapchat’s AR features daily.
Little surprise then that second-screening saw a noticeable rise in marketing initiatives around the 2022 Super Bowl: as 59% of Americans saying it’s important to keep up with the game on multiple devices – a 16% rise from 2021.
That growing portion of viewers looking to connect online around the game points to ripe opportunities for marketers like Crypto.com to connect with mobile-savvy viewers.
Plus, with 43% of US men aged 18-to-29 (considerably higher than the 16% of the general population) having purchased cryptocurrency, this seems a smart way to engage with the brand’s core target audience.
The crypto marketplace’s original 2022 Super Bowl spot starring James generated more than 19m YouTube views on its own channel and was one of the most mentioned Big game commercials on social media.
Leave a comment
You must be logged in to post a comment.