Cheetos Snap to Steal
Award: Wood Pencil
Wood Pencil / Media / Mobile / 2021
Cheetos was launching a new product on Super Bowl Sunday. The problem? So was every other major food brand. But while they were pushing people to grab products off the shelf, Goodby Silverstein & Partners let people grab Cheetos right out of the TV screen. In a media-first, the agency got Snapchat to input every frame of the ad into its image recognition software. When a user held the app up to the ad and held down on their screen, the camera could recognise it and unlock free Cheetos.
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