Can Snapchat show advertisers it’s not just a lab to experiment?

The Snapchat ghost is displayed during the TechFair LA job fair in Los Angeles, California, U.S., on Thursday, Jan. 26, 2017. Filings for U.S. unemployment benefits rose more than forecast last week amid holiday-related volatility, while remaining low by historical standards. Photographer: Patrick T. Fallon/Bloomberg

Gatorade’s Kenny Mitchell wasn’t totally sold on Snapchat advertising until he met Imran Khan, Snap Inc’s chief strategy officer, in December of 2015. 

That night, over drinks at Chicago’s Soho House, they came up with an ad concept that would use Snap’s video filter to let people virtually dunk themselves in Gatorade after a big game – taking to the masses a tradition typically reserved for players.