Snapchat is celebrating Mates Day (May 8) with the launch of a national brand campaign to drive awareness of the platform’s focus on “real relationships”, in collaboration with Gelato Messina. 
In a partnership “made for fun”, Snapchat and Messina have buddied up to create an “ultra-limited edition” Snapchat flavour – Oh Snap! – which is available for free across all Gelato Messina stores nationwide today. The flavour 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 location into a “Snap-yellow brand experience” that aims to bring friends together to enjoy a free scoop of Oh Snap! and capture 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. Snapchatters thinking of pals “near and far”, can also join in the fun by sending Snaps with a “wacky and wonderful” Mates Day augmented reality lens.
Snap Inc. Australia and New Zealand Managing Director Tony Keusgen says Snapchat has always been different to social media, giving its community fun and creative ways to stay connected with their real friends, free of the pressures of other platforms.
“We thought Mates Day was the ideal moment to bring Aussies together to celebrate with the people that matter to them most and bond over some seriously good Gelato Messina,” he says.
“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.”
Gelato Messina Head of Brand and Marketing Sian Bishop says 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,” she says. “Creating Oh Snap! was fun. Getting to dish it out nationwide for free, in the name of friendship, is even better.”
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