Snap: Agency Adventure

Objective

Snapchat launched an interactive video game experience to educate senior agency partners at major media holding companies (Dentsu, Omnicom, IPG, WPP) about the platform's advertising capabilities and value proposition. The game was conceived as an innovative alternative to traditional media roadshow presentations, aiming to demonstrate how agencies could leverage Snapchat's products to build more effective campaigns for their clients.

Solution

An 8-bit retro arcade game inspired by 1990s gaming aesthetics where players assume roles as agency employees and navigate through industry scenarios. Players select from five industry verticals (beauty, CPG, DTC services, fintech, retail), collect client briefs, and progress through a virtual agency office environment. The gameplay includes mini-games like 'Brief Sprint' and 'Deck Build' that teach Snapchat advertising products while building a competitive leaderboard. The web-based prototype was developed in 48 hours by OddCommon (design and development) from a Studio Mega concept, and featured a custom Snapchat lens for the launch event.

Results

No quantitative metrics published (participation numbers, engagement time, conversion impacts not disclosed). The campaign received recognition: 2 Webby Award nominations, FWA Site of the Day award, and 2 Awwwards honors (Site of the Day and Developer Award). The grand prize offered participating agencies: a donation to a nonprofit organization of their choice.