Rather than holding a contest on social media to give away VIP tickets, Toyota decided to make use of Snapchat's unique features in order to create an ultra-exclusive Lollapalooza experience.
The stunt involved creating a geofilter that could serve as a VIP ticket to Snapchat users who came across it and created a screen capture. With an image of the filter saved, Snapchat users at Lollapalooza were able to see the time and location of the event and attend an exclusive hour of music sponsored by Toyota.
The 'Golden Ticket' gave access to an exclusive show from recording artist Leon Bridges and rapper Big Boi. At the event, about 50,000 festival-goers viewed the filter during the three-hour time frame it was available for a limited time on Snapchat. At the end of the event, Toyota provided rides home in order to ensure attendees were able to get home safely.
VIP Ticket Geofilters
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