Oh Snap: Three brands' best practices for marketing on Snapchat
Last year, Gatorade's marketing team met with a group from Snapchat to hash out the brand's plans for 2016. In the course of their discussion, they hit on the idea to create a specialized lens Snapchatters could use during the upcoming Super Bowl. (On Snapchat, a lens is a feature that uses facial recognition to superimpose an interactive element over a video selfie. There are multiple lenses, and they change regularly. Popular ones in the past have let users turn themselves into pirates, rabid bunnies, or simply depict...