An Inside Look at Snapchat's Super Bowl Game Plan and Prices

Snapchat has been offering football ad packages for the season that cost up to $5 million, according to a leaked advertising sales deck from the company. The sales material, titled "The NFL on Snapchat," is from the start of the season, when Snapchat sealed a National Football League partnership giving the league a Discover channel and video stories from games every week. With the season almost over, the video and messaging app is still trying to secure new advertisers for packages including the Super Bowl at a price of $3 million, one agency executive said, speaking on condition of anonymity. These are expensive offerings for a digital ad player that only started taking Super Bowl marketing seriously last year. That was when Gatorade sponsored the first animated lens, which featured a virtual cooler dumping the drink on people's selfies. The lens was viewed 165 million times and won an award the Cannes Lions International Festival of Creativity. It's clear Snapchat is trying to parlay the success and popularity of that campaign into an even bigger ad haul this Super Bowl. There are two lenses up for sale this year, according to the pitch deck. "They are on a ridiculous high off the Gatorade success," said one top agency exec, who works closely with Snapchat. "But they always do this, charge ridiculous rates and then right-size. Brand should wait for the fire sale." In fact, when it first announced its content deal with the NFL, Snapchat had been whispering to advertisers that season-long packages could run as high as $7 million. The official pitch deck shows that prices were reined in. Snapchat declined to comment for this story. The app claims 150 million daily users, most of them young and hard to reach by traditional advertising methods. "Snapchat is the best way to own the younger audience during the Super Bowl," said another digital agency exec, speaking anonymously because clients were considering Snapchat campaigns. The pitch deck gives insights into some of Snapchat's most closely guarded metrics and sales figures. Here's a look at some of the numbers:

An Inside Look at Snapchat's Super Bowl Game Plan and Prices

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