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Gatorade won a Cannes Lion for its Snapchat sponsored lens with Serena Williams on Super Bowl Sunday in 2016. So, it stood to reason that this year’s Big Game would entail brands buying ads on the app like never before. And if Pepsi, Amazon, Honda, Anheuser-Busch and Verizon are any indication, that’s exactly what’s happening.
Most of those marketers are also investing in ads on Facebook, Twitter and Instagram. But here’s one way Snapchat promos differ from ads on competing platforms: Pepsi aims to virtually put folks on the field during the game and on the jumbo screen during Lady Gaga’s halftime show via a sponsored lens.