This week’s digital marketing success story is about Chris Hall at Kickster. Kickster provides an app that tracks sneaker release dates and the culture around it.

Snapchat Geofilters

Snapchat is a phone only app that allows businesses to share photos or videos.

When a Snapchat user takes a picture or video, they swipe left or right on the screen to access a library of designs that lay over top the picture or video.

Availability of these overlay designs is based on the user’s geographic location. They are called Snapchat Geofilters.

On-Demand Geofilters

Any business can advertise on Snapchat by designing and sharing their own On-Demand Geofilter (for a trade show, conference, community event, grand opening, sale etc…).

It is important to note that On-Demand Geofilters can only be shared for a limited time. Snapchat requires selecting a specific number of days and times within those days when your company’s On-Demand Geofilter will be available.

Therefore, the best use of an On-Demand Geofilter is during an event, since there is a specific location and a specific time frame when people gather.

When a Snapchat user is in a geographic location where a company’s On-Demand Geofilter is available, the user can select that design from the Geofilter library and overlay it on their picture or video, to their followers.

This user has just advertised on behalf of that company.

Kickster On-Demand Geofilter at DJ Khaled Event

What Can We Learn From Chris Hall: How to get over 10.5 million ad views for under $20.

Example: The Snapchat On-Demand Geofilter he ran for a sneaker event in NYC attended by DJ Khaled (very popular musician):

Why Was This On-Demand Geofilter Effective?

The Kickster app received thousands of downloads after the On-Demand Geofilter went live.

The On-Demand Geofilter was:

  • Highly targeted at the attendees and the celebrity headlining the event — “We The Best” is DJ Khaled’s brand and “Major key” is a catch phrase he uses (notice the key on the picture above).
  • Designed so event attendees would want to share it.
  • Really cheap at $17.54 and garnered 10.5 million views.

The Bigger Picture: On-Demand Geofilters Can be Targeted at Event Attendees and Their Influencers

DJ Khaled used Chris’ On-Demand Geofilter more than once and since he has over 6 million followers, the views of the On-Demand Geofilter skyrocketed.

Chris continued to target DJ Khaled events and concerts in which he performed during Beyonce’s Formation Tour. He kept the design similar while only changing the city.

At the end of the tour, his On-Demand Geofilters had amassed over 95 million views (see detailed story here).

Wherever groups of your customers or people are gathered, your business can target them and any influencers in attendance with an On-Demand Geofilter.



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