One of the first native paid advertisers on the Snapchat platform, McDonald's rolled out location-based McSnaps geofilters at US locations as part of its 2015 summer marketing campaign, "Lovin' Summer Fun." The interactive mobile experience can be accessed when users are within the "geofence," which means that only guests inside the store can access the branded Snapchat filters.
The McSnaps geofilters include playful images of a cheeseburger and well as animations that pay tribute to the iconic Happy Meal.
Above all else, native geofilters provide brands with organic user-generated advertising that has the power to reach an almost unlimited audience. Given the need for the McDonald's brand to connect with the key Millennial demographic, the move to include in-store filters is an important way for them to encourage their peers to do that for them.
Social Fast Food Geofilters
McSnaps Were Special Geofilters Accessible Only at McDonald's Stores
Trend Themes
1. Native Geofilters - Opportunity for brands to leverage organic user-generated advertising by creating location-based geofilters.
2. In-store Filters - Brands can enhance the customer experience by providing exclusive filters accessible only within their physical stores.
3. Millennial Marketing - Brands targeting Millennials can utilize geofilters to connect with this key demographic and encourage peer-to-peer engagement.
Industry Implications
1. Fast Food - Fast food chains can implement geofilters to create interactive and engaging experiences for customers while promoting their brand.
2. Advertising - Advertisers can explore native geofilters as a cost-effective means of reaching a wide audience through user-generated content.
3. Mobile Technology - Companies in the mobile technology industry can develop innovative geofilter solutions to enhance location-based experiences for users.