As a sponsor of the Toronto Raptors, Molson Coors Canada had two courtside seats to give away.
We don't use Snapchat every day. If we did, it would just be me at my desk. But when we do, we make sure it's fun and exciting.
But instead of handing them over to a celebrity, Molson Coors Social Community Manager Andree Boisselle says they wanted to make that VIP experience accessible to their fans.
“We got the idea from a Jimmy Fallon city scavenger hunt,” says Andree. “For this campaign, we hid two of our ‘Coorside seats' somewhere in Toronto and started a scavenger hunt across the city using Snapchat.”
How it works: The Coors Light Canada team hides two replicas of their “Coorside seats” somewhere in the city, then they share a snap of the seats as a clue to the location on their Snapchat Story. The first fans to find the seats win.
“We've already won with older drinkers. We're trying to win with millennials.”
Andree says the platform is perfect for the age demographic they're looking for: 19-24. (In Canada, the legal drinking age is 19.)
To comply with legal requirements, Andree's team IDs their winners and asks them to sign a code of conduct for when they're sitting courtside. And to make sure they were true fans, the contest asked users to show up wearing Raptors gear.
“The first time we tried it, we were nervous no one would come.”
Ten days before the scavenger hunt, Andree's team started video teasers on Facebook, Twitter, and Instagram, pointing people to follow @CoorsLightCA on Snapchat.
They also cross-promoted with the Toronto Raptors social presences.
Andree says they chose a relatively obvious location in Toronto, but they were worried that the pre-promotion wasn't enough. After all, this was their first scavenger hunt, and they didn't have the creative support to talk about it in-depth yet.
“The first person found us in seven minutes. We knew we had something after that.”
After that first success, location scouting became a much more difficult task. They had to be extremely secretive about moving the seats to their location, putting blankets over them and avoiding fans. Andree almost had to call one scavenger hunt off when a fan followed them directly to the location before they had even posted on Snapchat.
Their fastest winner's time: two minutes after the first clue was posted on Snapchat.
Andree measured their success based on impressions and frequency.
“Facebook says if it hit a frequency of two impressions, your brand will resonate,” Andree explains.
With a small media buy across Toronto, they were able to get 2.9 million Toronto sports fans to see their video at least twice on either Facebook or Instagram. They earned 900,000 engagements from people in their target age demographic, and their final activation Snap story was viewed by around 4,000 people.
She says they're looking forward to pulling off even more fun activities and live content on Snapchat going forward. For example, this spring, they gave Snap Spectacles to skiers and snowboarders to upload directly to the brand's story.
“We don't use Snapchat every day. If we did, it would just be me at my desk. But when we do, we make sure it's fun and exciting.”
Andree has been a member of SocialMedia.org since 2016. Follow her on Twitter here.