Dodge’s all-electric Charger faced an all-new challenge: convincing muscle fans that electric powertrains deliver the iconic power and performance they know and love from Dodge.

So to crack this one, we let power do the talking and put users directly behind the wheel in an AR Snap lens. Leaning into platform behaviors—a vain audience who loves seeing themselves—we designed an experience where folks could see their faces comically warp and distort as if accelerating at full throttle.

This inventive use of paid media not only poured gas on engagement, but debunked misconceptions about EV performance by letting users experience the Charger Daytona’s power firsthand. As for the results? The lens achieved a 90th percentile share rate, a 77% save rate, and ranked in the top 30th percentile for playtime across the platform.