Snapchat lens for ‘Four More Shots Please!’ brings friends closer during social-distancing

The collaboration between Amazon Prime & Snapchat came into force after data showed that Snaps sent between friends have spiked during the lockdown, surpassing the peaks during holidays & festivals

e4m by Sanstuti Nath
Updated: Apr 30, 2020 12:04 PM
four more shots please

Amazon Prime is known to leave no stone unturned when it comes to promoting their shows. But at a time when the whole country is under lockdown and the most conventional form of advertising rendered ineffective, the OTT platform has come up with an unconventional method to promote their latest series Four More Shots Please!.

Prime has partnered with social media giant Snapchat and brought out a filter with the famous 'Truck Bar' from the show as the backdrop.

When asked about the audience reaction to the new filter, Tarika Soni, Head of Commercial Strategy and Ad Monetization for Snap Inc., India, said, “We don't reveal specific data but we can confirm that the Lens has had an engagement which exceeded expectations.”

The collaboration comes at a time when people across the country are stuck inside their homes, craving the normalcy of their daily life with friends. The social media consumption at the moment is also at an all-time high.

According to a report by Snapchat titled ‘How Snapchatters are adapting to the COVID-19 health crises’, Snaps sent between friends have reached an all-time high, surpassing the typical peaks during festivals and major holidays.

The large increases are disproportionately driven by those sending Snaps to their top contacts (Best Friends) - indicating the need for close friends to stay connected over shared experiences. The average time spent by Snapchatters playing with lenses is also up by 25% since the lockdown is imposed.

On the popularity of the lens inspired by latest Prime Video series, Soni said, "The Four More Shots Please! Snappable Lens resonates with Snapchatters because it provides a fun multiplayer experience with a new way to play with your squad of 4 best friends."

Augmenting the iconic 'Truck bar' in the background and transforming the user's hair and dress code like they were going to a bar to catch up with friends provided a cheerful, social experience in the time of social distancing. Snapchatters from across the country have loved using the lens and felt one step closer to their real friends!

Talking about the campaign, Soni informs e4m that it was focused on capturing friendship in a unique and customized way. She said, “The storyline of four unapologetically flawed women who live, love, blunder and discover what really makes them tick through friendship in millennial and gen Z Mumbai resonated closely with Snapchatters in urban India. Snapchat and Four More Shots Please! have the shared DNA that friendships are essential and we can be our natural selves effortlessly with our closest friends.”

She further added, “Additionally, Snapchat has a highly engaged audience of Gen Z and Millennials - which aligns closely with the show’s target audience.”

The show follows the ups and downs in the life of four friends living in Mumbai, and have Sayani Gupta, Bani J, Kirti Kulhari and Maanvi Gagroo in lead roles.

Following on from the success of the Snappable lens, Snapchat has since launched a second karaoke lens where Snapchatters can sing along to the upbeat theme song of the show with the words of the song displayed in the lens.

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