David Bridges
Snapchat’s seeking to assist its customers get into the competition season spirit, with a variety of themed Lenses and content material challenges aligned with Summer time celebrations.
First off, Snapchat can be internet hosting unique content material from Coachella, with a curated Uncover ingredient that can spotlight video updates from numerous creators on the occasion.
As defined by Snap:
“The Coachella Story will characteristic content material captured by Snap Stars, artists, and group creators. From packing how-to’s, street journey BTS, and greatest competition appears, to the highest performances, important meals picks, and all the pieces in between.”
The activation aligns with Snapchat’s broader push to maneuver away from skilled content material from publishers, and extra in the direction of highlighting user-generated materials within the app. Which is cheaper to provide, whereas it’s going to additionally present extra alternatives to drive publicity to Snap creators, versus official content material through Snap’s official partnerships.
Snap discontinued funding for its Snap Originals programming final yr.
Snap’s additionally launching 4 new geo-fenced filters for Snapchatters to make use of dwell from competition grounds.
Yeah, I wouldn’t say that these are superb additions, however they add to the broader celebratory ambiance, and will resonate with Snap’s predominantly youthful viewers.
Lastly, Snap’s additionally launching a brand new set of Highlight Challenges to drive extra themed UGC:
“Snapchat can even host a sequence of themed Highlight Challenges throughout each weekends together with #FestivalSzn, #FestivalFitCheck, and #FestivalMemories. Snapchatters are inspired to submit their greatest Snaps for an opportunity to win a share of a money prize.”
Highlight Challenges intention to encourage contributions to Snap’s TikTok-like Highlight feed, by offering themed ideas that creators can align with so as to qualify for various rewards.
These new activations will assist to align Snap with the broader theme, or “vibe” of upcoming occasions, which may see extra customers contributing content material from them, which may additionally present alternatives for manufacturers to faucet into the identical with their very own themed promotions.
You may learn extra about Snap’s competition season activations right here.
Maya Kensington
Ivy Caldwell
