What do venues, neighborhoods, and restaurants all have in common? They (plus any other location Snapchat users congregate) can have a Snapchat Geofilter! There are two types of Snapchat Geofilters: community and on-demand.
Think parks, schools, landmarks, and such for the community-based filters. Meanwhile, businesses, special events, and the like live in the on-demand category where branding and logos are a go. So yes, even the mom-and-pop store around the corner can use this feature. Not to mention your nephew, who will probably shell out the cash to host one during his graduation party – #hopeyouhadthetimeofyourlife. No space is safe.
We knew we wanted to test out these geofilters for our clients, so we executed it the best way we could: with little expectation and a whole lot of creativity.
The Client: Navy Pier
The Event: Centennial Wheel Opening
Navy Pier opened a new, larger Ferris Wheel as an ode to its 100th year. Thus, the Centennial Wheel took its first spin and held a big bash to boot.
Knowing the client wanted a fully branded, engaging Snapchat Geofilter that would be popular with fans but also promote Centennial celebrations, we got to work. When getting started, make sure the creative team knows the dimensions of a Snapchat Geofilter. Snapchat has non-negotiable specifications for any files submitted for review.
Variations came into play along the way, but ultimately between the creative team and client, we were able to develop a geofilter concept that both promoted Navy Pier and its new wheel, and engaged its fanbase.
Before the filter could go live, we had to submit it to Snapchat for review, choose the length of time the filter would be available, and pick the area where the filter would appear available for use. The cost of the filter depends on the square footage of your desired area. The area must be no larger than 5,000,000 square feet and no smaller than 20,000 square feet. After you’ve outlined your location, you can purchase and submit!
You can and should notify your guests, customers, etc. that your geofilter will be available during its allotted time. You could even tie a contest to it in order to promote usage. As a test for Navy Pier, we did not promote in advance because we were curious how many guests would find it on their own and how that would affect virality.
Certainly, Snapchat will probably upgrade their metrics in the future, but post-event, here are the metrics you receive:
Takeaways:
We felt the cost of the geofilter (just over $200) was well justified given the nearly 240,000 views of it. At less than a millicent per impression and $.038/usage, the filter was an extremely cost-effective way to promote the opening of the Centennial Wheel and Navy Pier as a whole. We saw this trial as extremely successful and are using knowledge gained to inform other clients of this new content tactic and its application across overall social strategy.
Having a Snapchat filter to promote an event is just one of many ways brands can utilize Snapchat Geofilters. Put your thinking caps on and ‘snap’ to it!
Source: B2C
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