Brands and agencies are already experimenting with on-demand Snapchat geofilters
Snapchat’s on-demand geofilters may only be days old, but they are already very much on marketers’ radars.
The new Snapchat option, launched early last week, opens its geofilters feature to the masses by letting people and businesses design their own geofilters for specific physical spaces during set periods of time — starting from just $5. Snapchat has been running more extensive campaigns with brands and retailers for branded geofilters since last year.
“Geofilters have always had huge value, but with on-demand geofilters, Snapchat has lowered the point of entry for everyone,” said Nick Cicero, founder and CEO of Delmondo.
And since they’ve built it, people are coming: Last Wednesday, just two days after the feature launched, Austin-based agency GSD&M was one of the first agencies to create its own custom geofilter. The agency’s filter featured its name and founding year in white and was available for its employees to use within its 140,000-square-foot office space between 9 a.m. and 5 p.m. Employees bonded over the filter and got creative. One popular move was to plop emoji passengers into the Southwest Airlines bench in the office. (Southwest is a client.)
“As soon as I heard the announcement on Monday, I wanted to try it out for us,” said Rye Clifton, director of experience at GSD&M. “I wanted to experiment on our own to be prepared for when we worked with clients.”
According to Snapchat, it can take up to a day for filter designs to be approved. Clifton and his team of designers got their filter approved by Snapchat within 15 minutes. Digital agency Blue Fountain Media got its own filter — running around their office block in Midtown Manhattan — within 20 minutes on Friday.
Blue Fountain’s custom filter consisted of the internal hashtag it uses for in-house HR initiatives — #bfmlife — along with a BFM logo as the backdrop. More important, it was an attempt to get its employees to get firsthand experience with what it expects to be an essential feature in marketing campaigns moving forward, according to Karina Welch, associate corporate marketing specialist at the agency.
“Our staff loved it, and we saw great engagement,” she said. “Over a hundred employees used it, and we had over 4,000 views.”
Brands were also quick to embrace the new format. IHOP, for instance, partnered directly with Snapchat to develop what they are calling “chain geofilters” on Friday, which target customers within IHOP restaurants. Customers using Snapchat while gorging on pancakes will be able to swipe for IHOP-themed overlays on the platform. The city of Los Angeles invites Snapchat users to use an “LA 2024 angel” overlay with their photos and videos from select L.A. neighborhoods where Olympic events may take place if the city wins its bid to host the 2024 Summer Olympics.
“Bigger brands have made significant investments in geofilters in the past, but with on-demand geofilters, we can expect a ton more short-term activations,” said Cicero.
“It makes a lot of sense for location-based events,” agreed Clifton. “I’d imagine a lot of marketers would experiment with it at SXSW this year.”
In the metaverse, brands’ FOMO is competing with consumers’ burnout
As both brands and consumers become more familiar with the metaverse concept — and more comfortable traversing virtual spaces — the competing FOMO and burnout surrounding the concept will likely reach some sort of equilibrium.
‘Nobody has more touch points for creators’: A Q&A with Scotty Tidwell, Enthusiast Gaming’s new svp of talent
Tidwell comes to the role equipped with over a decade of experience in generating engagement around endemic gaming brands.
Why a plant-based food company started the first TikTok scavenger hunt featuring Gronk just in time for the Super Bowl
Part of a broader social- and search-driven campaign conceived by 72andSunny and Horizon Media's Blue Hour content unit, LikeMeat launched the first-ever scavenger hunt promotion and contest on TikTok.
SponsoredHow online commerce platforms can deliver safer shopping experiences
Marni Levine, vice president, commerce operations, Meta In the wake of the pandemic, commerce underwent a rapid shift online, exponentially accelerating and forcing businesses of all sizes to adapt. Now moving into 2022, these trends will only continue as people have grown accustomed to shopping online more for all their needs. According to a PwC […]
‘Difficult to feel connected’: Why some employees are using sensory deprivation tanks, rage rooms and cow hugging therapy to destress
In the midst of on-going pandemic, it’s no surprise then that people are seeking out unique ways – on their own or offered by their employer – to destress.
‘I was actually relieved to get fired’: Confessions of a burned out brand salesperson
To combat burnout, employers across the industry have rolled out numerous policies. Still, employees say intense workloads continue to push them to the limit.