Snapchat has partnered up with Gelato Messina to sling free scoops for National Mates Day on Wednesday 8 May.

The campaign aims to highlight Snapchat's emphasis on real relationships and features a limited edition Snapchat flavour, 'Oh Snap!', which will be available for free across all Gelato Messina stores nationwide on May 8.

The integrated campaign will run across various channels including publicity, in-store activations, paid content, influencer marketing, social and email marketing, as well as in-app advertising on Snapchat.

The 'Oh Snap!' flavour is inspired by the classic vanilla slice, featuring a vanilla custard gelato layered with passionfruit puree and crunchy caramelised puff pastry pieces. Snapchat is also taking over the Gelato Messina Surry Hills store in Sydney, transforming it into a Snap-yellow brand experience.

Managing Director, Snap Inc. Australia and New Zealand, Tony Keusgen, said: "Snapchat has always been different to social media, giving our community fun and creative ways to stay connected with their real friends, free of the pressures of other platforms. We thought Mates Day was the ideal moment to bring Aussies together to celebrate with the people that matter to them most and bond over some seriously good Gelato Messina! This brand campaign is a joyful way to remind everyone about what continues to make Snapchat an everyday part of millions of people’s lives, right across the country."

The collaboration follows the launch of Snapchat’s global brand campaign 'Less Social Media. More Snapchat' in February.

Head of Brand and Marketing at Gelato Messina, Sian Bishop, said: "Bringing people together for good vibes and delicious gelato is part of Messina’s DNA. We are so excited to celebrate friendship this Mates Day with Snapchat. Creating Oh Snap! was fun. Getting to dish it out nationwide for free, in the name of friendship, is even better!"