Back to School

Introduction

A lollipop lady with a Snap sign, and guests arriving at the School of Snapchat doors
Client
Snapchat
Project
School of Snapchat
Sector
Brand Experience, B2B

If there’s one thing we all have in common, it’s school, and the lifelong memories that come with it.

We all remember the smell of the sports hall, the queues in the canteen, the excitement of using a Bunsen burner for the first time, and that one little piece of chalk the teacher somehow forgot to wipe off the board.

A corridor of yellow lockers, each with a white ghost keyring

The corridors

Branded lockers, each with a Ghostface keyring

The headteacher leaning into a desk microphone in the school office

The school office

Strict headteachers kept every class on time

Guests carrying tote bags printed with a school house crest

School houses

Tote bags carrying the house crests

A full hall of guests facing a headteacher at a lectern in front of rainbow curtains

So, what better place to create new lifelong memories than by going back to school?

Welcome to the School of Snapchat, a nostalgia-fuelled experience that transformed a London college into a fully immersive 90s school, inviting media and advertising organisations to learn all about Snapchat, without the headache of homework.

School of
Snapchat

The challenge

Photos to friendsNew audiencesfor brands

Snapchat had become a global cultural phenomenon, transforming how millions of people communicated.

But for many, it was still seen primarily as a place to send photos to friends, not a powerful platform for reaching new audiences.

As Snapchat entered new markets, the challenge was to change that perception and show brands what the platform could really do.

The idea

Rather than tell people about Snapchat, we let them experience it for themselves.

Guests in lab coats watching a presentation in a science classroom

Science

Lab coats on for case studies in the lab

Two guests posing with cut-out props on the hall stage

Drama

Props and poses on the assembly stage

A guest sketching a Snap Ad storyboard

Snapchat Ads

Storyboarding a Snap Ad, by hand

The school day

  • ARt class

    Guests built their own Lens

  • Snapchat Ads

    Discovering what the platform could do for brands

  • Create and connect

    New ways to make content and reach audiences

  • Every detail

    Lockers, school houses, canteen dinners and Ghostface keyrings

Taking over an entire college, we turned a school day into a hands-on introduction to the platform. Guests could build their own Lens in ARt class, discover Snapchat Ads and explore new ways to create content and connect with audiences.

Every detail played its part. From branded lockers, school houses and canteen dinners to strict headteachers, teachers, rainbow toilet paper and Ghostface keyrings, the whole school brought Snapchat to life.

Hands holding a phone filming the School of Snapchat assembly, over a doodled school desk

Then, when the bell rang,

it was time to graduate, with a disco, yearbook and plenty of memories to take home.

Results

600+

guests in two weeks

  • Duration

    Two weeks

  • Venue

    A London college, rebuilt as a 90s school

  • Audience

    Media and advertising organisations

  • Homework

    None

Over two weeks, 600+ guests stepped through the doors of the School of Snapchat, turning brand education into something more than a disappearing photo.

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