One of the main features which distinguishes Deezer from its competitors is Deezer Flow, the personalised music playlist. They needed people to understand what Deezer Flow actually did, in a way which was inspiring and which drove user-generated content.
We wanted to emphasise this unique feature with an equally unique ad format, using Snapchat’s newly released AR format to drive home an ad purpose built for virality: we created a 3D boombox which bounced in time to any music which Snapchat users choose to play.
Fanbytes shared the boombox less than 20 times, and the ad went viral: 11,443 other people shared the boombox, over 46,000 people scanned it, and over a million people saw the boombox. Our Snapchat channels also got sent more than 3,000 videos of the lens, submitted by our followers.
By creating a PR-worthy piece of advertising, Deezer were able to reach not only one million members of Gen Z, but the audience of numerous blogs and publications