The visual messaging app is now included in Three’s Go Binge offering, allowing all Three customers to Snap, chat and share to their heart’s content without using any of their data allowance.

A TVC, created with The Mill, introduced a new animal sensation – Puggerfly, half pug, half butterfly – and launched several groundbreaking experiences created in partnership with Snapchat.

Puggerfly – the world’s first Snapchat augmented reality pet – starred in seven consecutive daily Lenses. The social platform’s 12 million UK daily active users were able to interact with the digital pup, following its story as it transformed from Puppyfly to fully-fledged Puggerfly during the course of a week. Snapchatters experienced feeding their pet bones, clearing up its rainbow poo and even watching it twerk as part of the various creative lenses.

The 30″ TV spot was supported by print, digital and extensive OOH advertising, making the Puggerfly unmissable across the UK.

Over the course of the launch campaign, the percentage of Three customers on Snapchat increased by 40%. In real terms, this meant that there were 1.5 million new users on the platform.