Lay’s is syncing up with Snapchat on the latter’s popular docuseries Endless.
Endless is a miniseries on Snapchat that follows the lives of two social influencers. With Lay’s on board,the show will now feature product placements throughout each episode. Outside of the series, Lay’s has also developed six-second ads starring one of the actors from the show—the ads will run exclusively on Snapchat and are non-skippable. Endless amassed 38 million viewers for its first season, making it an opportune choice for brand partnerships as its third season kicks off.
Partnering with Snapchat is an intentional way Lay’s can engage with younger consumers. While show streaming has become commonplace, connecting with audiences via Snapchat shows is more onerous—which is why Lay’s is working to promote its products so heavily throughout the series—particularly as 58% of Gen Z viewers do not mind watching ads from their preferred digital personalities. Snack foods continuously top social media engagement scores according to a Gartner report on the topic, so it’s likely that Lay’s branded content on Snapchat will help the brand reach new audiences ripe for engagement. Gen Z is a prime target for Lay’s as they make up over half the viewers of Snapchat’s shows.
Lay’s is rolling out its promotion at a time when consumer engagement is crucial for brands—following a rise in social media consumption on TikTok and Instagram, Snapchat may be primed to grow as more users practice social distancing. By working with a more niche show, Lay’s could tap into a new streaming audience.