With more than 5.5 million people on Snapchat in Canada, Pepsi used the platform to engage millennials, inviting them to make the most of the summer with the “Snap It With Pepsi” campaign. It created more than 20 unique Snapchat lenses, which millennials could use to augment and amplify their favourite summer moments. To access the lenses, shoppers scanned the Snapcode on specially marked Pepsi packaging. The team also placed snapcodes in OOH media around Toronto, Montreal and Vancouver, while a partnership with Entertainment Tonight Canada saw the hosts interacting with the custom lenses on TV. “Snap It With Pepsi” was one of the biggest brand partnerships Snapchat has executed in Canada.