How gamification made 

Charli XCX pop on Snapchat

What was the campaign goal?

Despite the fact that Charli XCX’s single ‘Boys’ was gaining some traction, Warner Music wanted to drive more engagement and advocacy of the video on YouTube.

What did we do?

We created engaging branded content around the music video preview, with a ‘Would You Rather?’ game, using our Snapchat Roulette format. ‍ We played a video which rapidly ran through different male celebrities from the song’s video, asking users to take a screenshot to find out “who they would take on a date”.


The campaign got fantastic engagement and drove 100,000 of users to the music video on YouTube.


Screenshots on Fanbytes Roulette


Completion Rate