Case Study: PlayStation achieves +9-point lift in action intent and boosts awareness & favorability with Snapchat Audience Lens

PlayStation drove a 9 point lift in action intent with its God of War Audience Lens

PlayStation used Snapchat to promote the upcoming God of War PS4 release, aiming to introduce the franchise to a new generation of gamers while keeping longtime fans engaged. Traditional ads felt too passive, so PlayStation needed a more interactive, memorable way to drive awareness and favorability for the title.

They launched an Audience Lens that let male gamers 18+ transform into Kratos and revealed a surprise new character—PlayStation’s first use of an Audience Lens for gaming and a highly shareable experience. The campaign drove a +10‑point lift in brand awareness, +9‑point lift in brand favorability, and a +9‑point lift in action intent (three times the US norm).

PlayStation