Calavera skulls remind us to live life in the present with courage and not fear death. To honor this Mexican tradition Modelo created the first ever Spanish-to-English translation Snapchat Lens as part of our Día de Los Muertos “Celebra La Vida” campaign. We let people look death in the face and celebrate a life well lived.
With over 17 million uses and 33 million impressions, the lens surpassed our benchmark by 66%. With a 16.59 second average unique playtime, we also surpassed the 7-10 second average and looped for an average of 2 times.
Overall, Modelo’s lens crushed Snapchat’s benchmarks, demonstrating that people were highly engaged with the lens and creative. This continues to demonstrate the importance of using emerging technology in social media, finding new opportunities to reach a broad audience.