Snapchat sponsored lens opens the door for brands

Snapchat has opened the door for brands to sponsor their lens function. Snapchat lenses are creative filters and special effects the user can apply to selfies. Geofilters have previously been offered but now brands can take advantage of a function which has been extremely popular. McDonalds are the first brand with a sponsored lens here in Australia.

Our take

With McDonald's being first, it now means that other advertisers have to do it better to cut through. With limited analytics, activating means being very clear on campaign objectives and what is trying to be achieved in activating with filters (brand affinity, conviction etc). And there is the short term, real time aspect of Snapchat that also needs to be capitalised on to be truly effective. See what Snapchat has done for the Olympics.

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.