“Bachelor in Paradise” is the popular sexy spinoff of ABC’s “The Bachelor” and “The Bachelorette.” The show follows singles who didn't find lasting love on the original shows to a secluded, beach paradise where they mingle and hopefully find a better match.
Ahead of “Bachelor in Paradise” Season 9, ABC’s goal was to boost direct engagement with Bachelor Nation (superfans of the franchise) while also drawing in new viewers.
ABC launched the Bachelor in Paradise Filter, an interactive AR lens game that challenges users to catch Paradise-themed items in a hoop by tilting their head from side to side.
The Bachelor in Paradise filter featured simple but addicting gameplay while also prominently displaying the show’s key art and tune-in details.
The filter was posted on TikTok, Snapchat and Meta.
The show’s host, bartender and much of the cast played and posted about the lens on their own social media channels.
The “Bachelor in Paradise” Season 9 gamified lens allowed users to immerse themselves in the beaches of paradise ahead of the show’s highly anticipated Season 9 Premiere.
Across both Snapchat and Instagram, the organic lens performed even better than expected: 8.35 million total impressions with a 5.72 seconds average lens playtime on Snapchat.
Given the strong organic success, ABC was able to extend reach and drive further awareness with paid support delivering: an additional 8.65 million paid impressions on Facebook and Instagram.
Creatively, the lens seamlessly blended campaign key art and show branding with platform-native user experiences — providing tune-in messaging in a unique ad format.
Key talent leveraged the lens on Instagram which provided further credibility to the execution and offered additional engagement opportunities for fans. Overall, this initiative was key to helping us drive brand loyalty and reignite Bachelor Nation ahead of a priority fall premiere.
