Post-State Dinner: Snapchat Geofilter Success· March 15, 2016
Last week, we experimented with a new feature on Snapchat – On-Demand Geofilters. With the Prime Minister headed to Washington DC for the official visit on March 9th, we seized the opportunity and plastered all of the official locations with MediaStyle “State Visit” and “State Dinner” Snapchat filters. The Canadian Embassy, the Renwick Art Gallery, the Mayflower Hotel, the Old Ebbitt Grill and of course, the White House, all had branded graphics assigned to their locations.
Even though this feature is new, we saw a significant amount of usage from guests at these locations. Snapchat offers metrics on geofilters, which makes it easy to monitor the number of people using the filter and its subsequent reach. This addition makes the platform attractive to brands looking to make use of the app for advertising.
After the three days of the official visit had wrapped up and the Trudeaus headed home, we had racked up 309 uses and over 15,300 views on the MediaStyle geofilters. Not bad, especially since these filters were placed at events for established professionals and politicians, and Snapchat’s demographics tend to skew very young. This feature has positioned Snapchat as a great platform for brands to use for events and site-specific activities – or for a fun little exercise at swanky political events.