So you know how we frequently talk about how good old television commercials remain a viable advertising tool when they are aired during the Super Bowl? Well, that doesn’t mean that media newcomers aren’t also making major inroads via the biggest sports/TV event of the year.

During 2016’s Super Bowl 50 the wildly popular social media platform Snapchat offered a new “lens” (that’s those superimposed graphics that can make your friend look like she has sprouted rabbit ears or a full mustache or has some horrid deformity, depending on your perception of these sorts of things) that made it look like a bucket of gatorade was being dumped over the person on the screen. Cute, right? Cute and, apparently, lucrative.

In fact, Snapchat estimates that it may well generate more than two million dollars for a few lucky advertisers (lucking meaning they paid a lot for the placement) during the Super Bowl alone. The company expects around three million video views to take place during the 2017 Super Bowl, with tens of millions of views of static images (most of them selfies of vain youngsters) as well.

What is so special about a social media platform gaining ground in the Super Bowl marketing arena? It’s a chance for lots of new potential business that has little cross-over with traditional outlets. Or, in other words, the kids looking at their phones during the Super Bowl probably weren’t going to be inspired by a TV ad for a Kia or a Budweiser in the first place.