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From the 13th Annual Shorty Awards

5G Face

Finalist in Filter/Lens


The holidays are a critical sales period for Verizon. This year was especially important as the holiday season kicked off on the heels of our Nationwide 5G announcement. 

We needed to get people to upgrade to a 5G phone.

But how could we convince people to gift this brand-new technology to their loved ones when they didn’t know a ton about it and had probably never experienced it for themselves?

From the day we took our 5G network Nationwide, we had a steady drumbeat of content that showed off the functional use cases of 5G. But we hadn’t shown people the emotional benefits. And, unless you’ve tried 5G yourself, it’s tough to get a sense of how groundbreaking it really is. 

Strategy and Execution

In a regular year, figuring out the right gift to give can be a struggle. 48% of Americans feel pressure to give the best gift possible, and 46% say that figuring out the right gift to give causes them anxiety. And no matter how much you think you’re going to deliver, there’s always the fear of missing the mark. 

We created a national (US) Snapchat Lens to remove that fear and anxiety, helping gift-getters tell gift-givers how a 5G gift would be perfect this holiday, and giving people a fun taste of what it feels like to be on America’s fastest 5G network. 

5G Face manipulates all 42 muscles in your face. We made it interactive so users could try out different 5G emotions with a slider, and choose the best 5G face that suited them.


We expected a few people would try it. We were off by a few million. In a single day, we garnered over 44.5 million impressions—52% of all daily active Snapchat users in the United States. People spent 63% longer with 5G Face than average for branded Lenses. More than a million people shared their 5G face. And the Lens contributed to over 300,000 5G device sales during the week it was live.


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