A Musical ARvolution in Mexico

Client: Snapchat

Snapchat partnered with Sherlock Communications to reposition itself as Mexico’s leading Augmented Reality (AR) tool, targeting Gen Z and Millennials. Facing competition from other platforms, the campaign aimed to showcase Snapchat’s unique AR capabilities and increase daily active users.

The strategy centered on real-time, immersive experiences in music and entertainment events, leveraging insights that Gen Z heavily engages with concerts and streaming services. Snapchat formed a strategic partnership with OCESA, Mexico’s top entertainment company, integrating AR technology into major festivals like Tecate Emblema, Corona Capital, and Coca Cola Flow Fest. Activations included AR lenses on giant screens and interactive AR mirrors, allowing attendees to engage with Snapchat’s filters live. The campaign extended to media relations, influencer collaborations, and exclusive press events, securing 278 media stories. A major highlight was an unpaid media partnership with TV Azteca’s La Resolana, featuring Snapchat’s AR filters in custom segments. Additionally, a media goodwill dinner showcased Snapchat’s AR innovations to key journalists. The campaign reached over 618,000 festival attendees and an estimated 11.76 million media readers or viewers, reinforcing Snapchat’s leadership in AR and digital entertainment while successfully repositioning the platform in Mexico’s competitive market. VIDEO: https://www.youtube.com/watch?v=YMFNwTyXZB8&embeds_referring_euri=https%3A%2F%2Fprweekglobalawards.evessiocloud.com%2F&source_ve_path=MTc4NDI0