Sainsbury’s has teamed with Analog Folk to add Snapchat to its Christmas campaign – claiming to have launched the 'first ever UK karaoke Snapchat Lens'.
It builds on the supermarket's ‘Greatest Gift’ Christmas campaign, an animated TV spot featuring the vocals of James Corden, which landed last month. It tells the story of a hard-working and devoted dad called Dave.
The Snapchat Lens element, created by Analog Folk, gives the nation the opportunity to sing along with the song featured in the ad, exclusively written for Sainsbury’s. It is the first time a lens will use a song created bespoke for a brand.
The Lens, which is live until the end of Friday 2 December, turns users into a ‘Dave-a-like’ – allowing them to share their festive singing skills.
Poppy Shute, campaign manager at Sainsbury’s, said: “We wanted the nation to love the song and Dave’s world as much as we did, and working with AnalogFolk, we made sure that people could be part of it throughout the entire festive period.”
The campaign will also be supported across other social channels, using a competition to amplify user-generated content as well as a Facebook Live event broadcasting from an interactive karaoke booth at Derby’s Intu shopping centre.
To wrap up the campaign, the best karaoke vocals from across the period will replace Corden’s voice in a special version of the TV ad released in the week before Christmas Day.