To celebrate National Mates Day, Snapchat and Gelato Messina teamed up to highlight the ephemeral mobile platform's emphasis on real relationships. The collab follows the launch of Snapchat’s global brand campaign, Less Social Media. More Snapchat, earlier in the year.
Oh Snap! is a limited-edition flavor that was made for the occasion and it was available for a limited time on the occasion in May. Oh Snap! was inspired the classic vanilla slice and it paired vanilla custard gelato with passionfruit puree and crunchy caramelized puff pastry pieces. Snapchat also took over the Gelato Messina Surry Hills store in Sydney for the event.
The campaign spanned several channels, including in-store activations, paid content, influencer marketing, social and email marketing, as well as in-app advertising on Snapchat.
Friendship-Inspired Desserts
Snapchat and Gelato Messina Created a Special Flavor for Mates Day
Trend Themes
1. Limited-edition Collaborations - Brands can create unique, time-sensitive products to generate buzz and connect with consumers on special occasions.
2. Experiential Marketing Events - Hosting immersive in-store takeovers can enhance brand engagement and offer memorable experiences to customers.
3. Multi-channel Campaigns - Integrated marketing efforts across various platforms can amplify reach and reinforce brand messages comprehensively.
Industry Implications
1. Food and Beverage - Innovative flavor profiles and collaborations can drive interest and differentiate offerings in a competitive market.
2. Social Media - Tying digital campaigns to real-world events can deepen user engagement and highlight social platform relevance.
3. Marketing and Advertising - Executing coordinated, cross-channel marketing strategies can significantly increase brand visibility and impact.