World’s First Commercial You Could Steal From

Amongst other things, Super Bowl Sunday is the ultimate brand fight night with marketers reaching for attention.

Instead of urging consumers to leave their homes and shop, we devised a shortcut that worked Snapchat’s image-recognition tech to let people “steal” Cheetos right out of the TV screen. For the first time ever, Snapchat input every frame of the TV spot into their camera’s machine-learning software—all 1,440 frames of the broadcast spot. So when people scanned our ad, they unlocked an AR experience with Chester himself giving away free bags of Cheetos Crunch Pop Mix.