Nowadays, almost everyone has heard about Snapchat, the mobile app for sharing entertaining content. However, the more interesting question is, whether this unique mobile app is perceived as a social media platform for advertising and marketing. The most recent event that proved what a powerful advertising tool Snapchat might become was Super bowl in 2016. The worldwide prominent American football event in 2016 is not only related with the championship of the National Football League for Denver Broncos, but it also provoked analyses of the social media activity. For a first time since many years the social activity was not solely dominated by Facebook and Twitter.