Gatorade is investing in a new Snapchat video game ad tied to the US open.
The game features 22 levels with each representing one of tennis star Serena William’s grand slam wins.
Level 23 will unlock on September 10, the day of the Women’s Finals, should Williams win.
The game has a simple format - players click on one of the three tennis balls to initiate the game, and tap left or right to catch the ball.
“Serena Match Point” sits within ESPN’s Discover channel on Snapchat as an ad. It’s a format that has not been used before in Australia.
When users swipe up the ad, they will be directed to an in-app game experience. They can also go to SerenaMatchPoint.com via mobile or desktop to play the game.
Gatorade is using Facebook, Instagram and Twitter to drive users to the game.
The Pepsi-owned brand has used Snapchat in the past for its sponsorship of Williams. During the Super Bowl, Gatorade came out with a sponsored lens that allowed users to place a cooler over Williams head.
Brands are testing various Snapchat formats. Most recently, Maybelline and Universal Pictures revealed a new interactive ad unit in Australia that effectively closed the sales loop in Snapchat’s ecosystem.