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Volume 26 No. 62
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Gatorade, Snapchat Debuting AR Lens Around Women's World Cup

Gatorade this week will "debut a new augmented reality lens on Snapchat" that celebrates the Women's World Cup, just one example of how the sports drink brand is "leaning further" into its video media strategy, according to Kristina Monllos of DIGIDAY. The upcoming AR lens, one of Snapchat’s portal lenses, is the "latest Gatorade experiment with Snapchat, where the brand has found success with games like Serena Williams’ Match Point and filters.” Snapchat Creative Strategy U.S. Vertical Lead Christina Kavalauskas said that Gatorade has "long been a leader in utilizing Snap AR for creative launches." She added that this new portal lens experience "lets Snapchatters get into the game and score the winning goal -- all in augmented reality.” Gatorade Head of Consumer & Athlete Engagement Jill Abbott said that the brand has "pivoted away from thinking about video in terms of linear, online and premium channels to instead be wherever its athlete audience will be." Gatorade is now "planning to spend 45% of its media budget on digital this year, an increase of 11%" from '18’s 34% on digital, with the majority of that spend "focused on mobile." Gatorade "declined to break out percentages of where it spends per platform" (DIGIDAY.com, 6/17).