Milk x SNAPCHAT

Challenge
Milk challenged GALE to create a share-worthy Snapchat filter using our Milk characters—while continuing to drive home a connection to performance. The loose guidelines gave us the freedom to explore how we could turn ‘share-worthy’ into something tangible. It also gave us the chance to introduce these milk characters to the world in a new and exciting way.

Solution
We developed “Bubbly Jeri.” It was a simple gamified filter that put one of our milk characters front and center and invited users to interact by blowing bubbles. The initial phase far exceeded Snapchat’s benchmarks for interaction and sharing with 24-32 seconds of play time, 16.5% share rate, and 1.3 million organic shares. The filter performed so well that we iterated on a version that included levels for increased difficulty and finally a totally new gamified filter, “Beat Bo,” that put another of our characters in a sporting spotlight, helping to futher underscore milk’s role as a drink that helps people perform.

Team
ECD: Geoff Edwards
CD: Andre De Castro
ACD: Ali Eng, Julian Garcia Sanchez
AD: Emily Burke, Caleb Drewel
CW: Adam Tarchoun