A recently announced IHOP Snapchat partnership will see the launch of special in-restaurant geofilters within the location-based app. The innovative partnership will increase social interaction with customers and will serve as a kind of native advertising campaign that is sure to generate buzz on social media.
In order to keep the creative overlays only accessible to those Snapping from within the store, the Snapchat geofilters will be kept within a "geo-fence."
The interactive campaign is aimed at getting consumers excited about IHOP and specifically, as a way to interact with brand fans. In citing their inspiration, IHOP's VP of Marketing Kirk Thompson described the high number of Snapchats sent to the brand's account from patron's already in the store and sought to reward them for their loyalty.