British fashion retailer River Island and US department store Bloomingdale’s have both launched campaigns involving location-based, brand-bespoke Snapchat filters. The initiatives trade on Gen Z/Y’s appetite for gamification (see Gen Z: Smart Kids Take Control and Power of Play) to spur a valuable connection between social media and the physical retail environment.
With a monthly user base consisting mostly of Gen Z/Y (76% and 73% respectively) that’s predicted to grow by 27.2% throughout 2016 – hitting 58.6 million users – the messaging platform offers a clear route for tapping youth.
Power of Now: River Island’s ‘Snap & Share’ campaign lets users access a number of branded filters – but only when in one of its 250+ stores across the UK and Ireland. Accompanying its A/W 16-17 collections, the campaign will run for three months and varies in content and message according to each drop, resulting in limited timeframes to access the filters.
Treasure Hunt: Created in collaboration with New York graffiti artist Greg Lamarche, Bloomingdale’s used 100 bespoke filters to promote its limited-edition Autumn collection during the Labor Day weekend (September 3-5).
Used as an in-store scavenger hunt, shoppers following Bloomingdale’s on Snapchat were prompted to explore the stores with their mobile devices. Geo-triggered hidden filters made visible only in designated hotspots necessitated shoppers to roam around the store. Shoppers who shared content made with the filters via a direct message to the retailer’s account had the opportunity to win prizes including concert tickets and gift cards.