Last year, mysterious billboards began popping up nationwide displaying a simple ghost icon on a yellow background. Teens and young adults were likely among the first to recognize the logo for Snapchat, the mobile app that allows users to share videos and pictures that disappear after viewing:
Snapchat has grown into a mega social media platform with some impressive stats: More than 60% of 13 to 34-year-old US smartphone users are Snapchatters and, globally, Snapchat gets more than 7 billion video views
And now users can choose geocentric filters to further the customization game. Snapchat 'geofilters' are location-based graphics users can place over their photo to visually communicate where they're snapping from. Users can choose from a library of curated location illustrations or upload their own unique design (with approval from Snapchat before publishing).
Snapchat's geofilter feature translates seamlessly to out-of-home. Outdoor is the perfect medium to highlight hyperlocalization, giving advertisers a unique way to celebrate the community that the billboard sits in (think of it as a giant OOH hug!). Here are some snapshots of the geofilter creative, showcased on billboards in their host cities, including a few that were user-generated:
Would you like to try a similar Out-of-Home campaign? Reach out to get more details on how to leverage geo-targeting the next time you advertise!