Our goal was to defy conventional Snapchat Discover practices by creating a never-before seen experience for our audience. In creating a 32-snap, fully themed and fully custom edition, we wanted to provide our audience with a Discover edition that would entertain and engage them, as well as leave them with a one of a kind playing card for their favorite team.
Our strategy was to give each NFL team a custom-designed "playing card" that corresponded to where they ranked in our weekly Power Rankings. By giving our designers and animators room to be creative, we were able to create 32, wholly unique cards that displayed a variety of information on each team while also re-defining what a "playing card" can be in the digital world. Our edition was only live for 24 hours so we wanted there to be a sense of exclusivity to this experience.
At the time, this edition had record engagement for us. We 24.2m total views, an average view time of 1:57 and, best of all, the completion rate was a staggering 72%. Given the length of the edition, we were blown away with the level of engagement and activity it had.
