This past month, Snapchat rolled out a new feature for their advertisers called “Snap to Store”, which helps marketers track the success of geo-filtered ads by analyzing foot traffic in their stores after users are exposed to the ad.
With brands such as such as Anheuser-Busch, Pepsi, L’Oréal and Kraft already on the platform, it’s no wonder this feature is creating buzz. Previously, brands were able to create geo-filters that were made available in Snapchat to nearby users and those user’s friends. With Snap to Store, these advertisers will now be able to track the results of these tactics. The network tool tracks all friends who’ve seen the snap and determines if they visit the business in the following seven days. Snapchat will also analyze whether those friends who didn’t see the snap still visit the business within the same time frame. The tool relies on user location data as well as a partnership with Foursquare to power its geo-filters and to analyze where users are located at a given time. The dashboard where all this information is stored for the advertiser also calculates demographic information such as age, gender and religion. During a trial run, companies such as 7-Eleven and Wendy’s participated, with Wendy’s reporting the feature helped drive 42,000 additional visitors within a week. The feature is offered to all brands that spend a certain amount in advertising budget with the platform. Kraft is another great example of how brands and Snapchat can work together, as they sponsored a lens that overlaid a macaroni and cheese graphic on photos, which lifted purchase intent by 13% per snap! Pepsi is also on board, and is using Snapchat to promote “Pepsi Fire” its new limited edition beverage. Pepsi Fire arrived in stores on May 22nd and to coincide with the release, specially marked packs of these products will feature a snap-code in which a consumer can scan and unlock unique lenses, geo-filters and a new Pepsi mobile game. These unlocks will give 10 winners per day prizes, including game consoles and festival experiences.
In response to the move by Snapchat, Instagram has announced it will also be introducing its own new advertising solutions. Snap to store, and in a broad sense, all mobile-first marketing technologies are examples of how brands can utilize technological leadership to promote their products and services in innovative ways, and with companies such as Pepsi, Wendy’s and Kraft already adopting this feature, it is safe to say that social media features such as Snap to Store will be valuable tools for brands in the future.