Snapchat appears to be establishing a pattern of tapping top celebrities to helm its Spotlight Challenges — which offer cash prizes for top-performing Spotlight videos harnessing specific Lenses, Sounds, or trending topics.
Beginning today, Snapchat is teaming up with Mariah Carey for the “All I Want for Christmas” Challenge. The venture simply asks Snapchatters to use Carey’s iconic Christmas song in their videos while sharing the gifts that they hope to receive for the holidays.
The winning Snapchatter will receive $50,000, with the second and third place submissions taking home $30,000 and $20,000, respectively. These are the same prize amounts that were offered for the first celeb-studded Spotlight Challenge proffered by Kim Kardashian West and Kris Jenner, the #KindnessChallenge.
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Standard Spotlight Challenges — those that aren’t fronted by celebrities — feature prize pools of between $1,000 and $25,000, with a minimum prize of $250 and each Challenge rewarding three to five creators. Snapchat’s internal team adjudicates winners by assessing the 50 highest-viewed submissions.
Last week, Snapchat said its one-year-old Spotlight product has paid out $250 million to 12,000 creators since its launch.