Mates Day (that’s May 8) is all about celebrating friendship. Snapchat has launched a national Mates Day brand campaign to drive awareness of the platform’s focus on real relationships, in collaboration with Gelato Messina.
The integrated campaign comes off the back of Snapchat’s brand campaign 'Less Social Media. More Snapchat', launched in February 2024 to demonstrate to the world what makes Snapchat different from social media.
Snapchat was designed from the very beginning as a place where people can be their real selves with their real friends. The platform has partnered with Australian gelateria Gelato Messina to create a snappable moment to bring friends together in real life.
In a partnership made for fun, Snapchat and Messina created a limited edition Snapchat flavour - Oh Snap! - which will be available for free across all Gelato Messina stores nationwide on May 8, from opening until stocks run out.
Bringing together the perfect friendship of flavours, Oh Snap! is inspired by the classic vanilla slice, featuring vanilla custard gelato layered with passionfruit puree and crunchy caramelised puff pastry pieces.
Snapchat is also taking over the Gelato Messina Surry Hills store in Sydney, transforming the inner-city location into a Snap-yellow brand experience that aims to bring friends together to enjoy a free scoop of Oh Snap! and capture unmistakably Snapchat content for sharing.
The integrated campaign will run across publicity, physical store activations nationally, paid content and influencer, social and email marketing, as well as Snapchat in-app advertising to encourage the platform’s community of eight million Australians to grab a free scoop on Mates Day.
Snapchatters thinking of pals near and far on May 8 can also join in the fun by sending Snaps with a wacky and wonderful Mates Day augmented reality (AR) lens.
Snap Inc. Australia and New Zealand managing director Tony Keusgen said Snapchat thought Mates Day was the ideal moment to bring Australians together to celebrate with the people that matter to them most.
"And bond over some seriously good Gelato Messina! This brand campaign is a joyful way to remind everyone about what continues to make Snapchat an everyday part of millions of people’s lives, right across the country," said Keusgen.
Gelato Messina head of brand and marketing Sian Bishop said bringing people together for good vibes and delicious gelato is part of Messina’s DNA.
"We are so excited to celebrate friendship this Mates Day with Snapchat. Creating Oh Snap! was fun. Getting to dish it out nationwide for free, in the name of friendship, is even better!” said Bishop.
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