Recently Snapchat opened custom on-demand geofilters to everyone. And somehow they have remained under the radar. In case you’re just getting into Snapchat, a geofilter is like a normal Snapchat filter: a design you can overlay onto a photo you take in the app. But geofilters are different because they are only available when you are in a certain location. For example, when you’re waiting in Starbucks for the barista to make your coffee, there’s a good chance you’ll have a few filters to chose from in the store. Once you leave the store, the geofilter will disappear.
What’s so exciting about the new feature? ANYONE can create and upload a custom filter to any location they want! This is such an amazing opportunity for brands, businesses and events. The value of your branding impression compared to impressions on any other platform is extremely high. Why? The filters catch your attention and show up directly in the palm of your hand. Plus, you’re bringing value to the viewer: they have the ability to interact with your brand in a relevant and fun way. This is big, people! Especially with Snapchat growing like it has been.
Still unsure about geofilters? Here’s a recent experience we had with the feature:
26.2 with DONNA, the National Marathon to Finish Breast Cancer, in partnership with THE PLAYERS hosts a 5K and #PinkOut4DONNA event during THE PLAYERS Championships in Ponte Vedra, Florida. Everyone attending is encouraged to wear pink to bring awareness to the campaign and donations are made by THE PLAYERS to 26.2 with DONNA for every attendee.
We designed a custom Snapchat Geofilter and targeted the event’s location, TPC Sawgrass, for five hours on #PinkOut4DONNA Sunday. Everyone attending THE PLAYERS Championship that Sunday could view and use the geofilter anywhere along the course. Not only were we able to bring awareness to the event and the cause, but we reached a potentially untapped market segment at THE PLAYERS Championship.
By the time the filter was completed, it had seen 400 uses and nearly 20,000 impressions. These are deep impressions. Unlike banner ads and other digital assets, people are actually consuming them. These filters appear directly in the app, directly in front of the consumer and they’re engaging!
Snapchat is becoming a heavyweight that marketers shouldn’t overlook. The platform has a slew of features that brands can take advantage of to create some pretty amazing campaigns. To give you another quick example, lets check out a familiar name, Burger King.
Tapping into its unique selling-point, flame grilled patties, Burger King Argentina’s Snapchat account challenged users to send a snap of their regular, non-charred burgers to the brand’s profile and tweak them, adding their signature grill marks on them.
For each snap received, BK handed out vouchers for free burgers. The campaign reached 4.1 million customers! And not just any customers…competitor’s customers. Pretty impressive.
Ready to setup your own Snapchat Geofilter? Follow these quick & easy steps.
Want to discuss using Snapchat to promote your event or product? Contact us: info@bigrunmedia.com
