Sprite is inviting Snapchat users in Brazil to put their Snapcodes on millions of its soda cans. Snapcodes are QR codes—two-dimensional barcodes scannable on smartphones—that are designed to help people on the mobile-social platform gain more friends.
The effort, dubbed RFRSH Na Lata (meaning "refresh on the can" when translated from Portuguese), is being pushed with a pair of online videos (one of which appears at the bottom of this post). Consumers can submit their Snapcodes via a microsite through Nov. 27, and the accounts chosen to be featured by the Coca-Cola-owned soda brand will be disclosed on Dec. 3.
Sprite's play underscores how brands are flocking to Snapchat, which has garnered 100 million monthly users even though it's only a few years old. What marketers love about the mobile app is that most of its users are from the coveted millennial or Gen Z demographics.
When explaining the campaign, Coca-Cola Brazil's agency, CUBOCC, cited a study from Acision revealing that 60 percent of Brazilian smartphone users prefer messaging apps for communication.
To kick-start the effort, 15 Snapchat users with big social followings have already gotten their Snapcodes printed on cans. According to CUBOCC, those folks have, on average, tripled their number of friends on the platform in the past two weeks.