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OOH campaign for new Power Rangers movie lets UK fans snap to unlock exclusive character filters

Lionsgate UK has launched an OOH campaign for the new SABANS Power Rangers movie featuring Snapchat’s Snap to Unlock feature on the posters, the first time a film advertiser in the UK has done so.  The campaign has been planned and executed by Carat and Posterscope.
Running on London Underground sites with wifi, the campaign will allow the 10 million daily Snapchatters to unlock exclusive SABANS Power Rangers Movie filters.
Snapchatters can snap a unique Snapcode on the poster using their camera to unlock an exclusive Power Rangers character filter which they can use to take a selfie and send to friends. They can also unlock the Snapcodes on TV and online advertising to access the exclusive Snapchat filter.
Rachel Masuku, Senior Digital Marketing Manager at Lionsgate, said, “Integration is at the heart of Lionsgate UK’s marketing matrix. Snapchat was one of our key partners on this film and one that truly embraces the integration of digital into all platforms. Snapchat provides a fun and engaging way for fans to have fun with the characters and share their passion for the Power Rangers franchise. We placed our Snapcode on our TV, VOD, Print and Outdoor, giving Power Rangers fans the opportunity to interact with the posters and access the exclusive Snapchat filters via the Snap to Unlock feature throughout their daily routines.”
Anishka Fernando, Senior Client Manager, Posterscope, added: “Touchpoints shows us that 99% of smartphone owners use the internet on their phone while OOH during the week, so this campaign taps into current user behaviours. Moreover we know from our past campaigns and Outsmart research that OOH boosts mobile performance so this campaign will take an interesting look specifically at OOH’s effect on social performance.”
Snapchat Filters are art overlays placed on Snaps. Snapcodes are scannable images that link directly to Snapchat. They can be used to add friends, unlock special features like lenses and filters, connect to and subscribe to Publisher Stories and Shows, and link to other content via a URL.
The new Power Rangers Movie hit cinemas in the UK on March 24, 2017.
Via: MarComm News
 

Discover the Colonel's Snapchat secret on high streets

UK Snapchat users will now be able to take a selfie with the almost-mythical founder of KFC, Colonel Sanders, in a campaign blending outdoor, digital and mobile.
The out of home advertising campaign planned and executed by Blue449 and Posterscope, with creative by BBH, sees real world ads feature codes that will unlock a specially-branded KFC filter featuring the colonel.
Representing the first time the snap to unlock feature has been used on OOH sites in the UK, the campaign builds upon KFC’s sponsored Geo-filters.
In addition to the code featuring on OOH buys, KFC packaging will also invite Snapchat users to use the filter – with the app serving as a suitable platform to generate buzz among users.
Joshua Benge, KFC social media manager, said: “Our younger fan base spend a huge amount of their media time on their mobile devices when they are outdoors so we looked to combine the two. This is a fun and engaging way for us to extend our previous in-store Snapchat campaign. By unlocking the secret filter, people can have fun with the Colonel and share the moment with their friends.”
Lewis Starnes of Blue 449 added: “Our Snapchat Geofilters have been a great way to reward and entertain our younger consumers and also enhance the in-restaurant experience. As the OOH format most seen by teens across the UK, our kiosk holding is the perfect vehicle to explode usage of our Colonel selfie filter and surprise and delight youth audiences at scale across the UK.”
“Touchpoints shows us that 99% of smartphone owners use the internet on their phone while OOH during the week, so this campaign taps into current user behaviours.  Moreover we know from our past campaigns and Outsmart research that OOH boosts mobile performance so this campaign will take an interesting look specifically at OOH’s effect on social performance” , Brad Gilbert, strategy Account Director, Posterscope.
 
 

Snapchat hypes Spectacles with quirky Snapbot sales channel

Snapchat will not be launching its new camera-equipped sunglasses Specs through shops but in a very limited number of vending machines, starting in Venice Beach in Los Angeles.
Dubbed Snapbots, the vending machines are visually striking and sophisticated, allowing browsers to see a picture of themselves with a virtual pair of Spectacles in order to pick one of the three colours (coral, black or teal).
On purchase, Specs will come fully charged and ready for making videos. They are designed to capture ten-second video clips from their wearers’ perspective and are paired with a phone by Bluetooth.
As expected, the Venice Beach vending machine sold out on its first day. Some Spectacles buyers quickly listed their pairs on eBay, priced at up to $1,000 (£795).
Snapbots will only be found in the US and Snapchat (which now calls itself Snap) has not commented on UK plans.
The vending machines will only be present in a location for a day at a time, and their arrival will be announced 24 hours in advance on spectacles.com.
Specs cost $129 (£103) plus tax.
Snap Inc. has recently been promoting its Spectacles release with an OOH camapign across several cities.
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Via: CampaignLive

Netflix tests Snapchat's Snap to Unlock feature.

Netflix’s recent takeover of 200 local cafés to promote the revival of Gilmore Girls got a major branding boost from Snapchat.
On Oct. 5, Netflix recreated the fictional café Luke’s from Gilmore Girls, serving up free coffee to promote the four-part series that premieres on the video-streaming service next month. Snapcodes—Snapchat’s version of a QR code—were printed on 10,000 cups that were distributed at all of the pop-up cafes. People opened the Snapchat app and took a picture of the deal. Then Snapchat prompted them to apply the sponsored filter to their photos for one hour.
Netflix’s branded filter included an image of a toaster and sign from Luke’s and was viewed 880,000 times. Snapchat said the one-day marketing stunt reached more than 500,000 people.
This is the first time Snapchat has shared stats about its month-old ad offering, called Snap to Unlock, that’s designed to give branded geofilters a boost. In September, the mobile app quietly began offering advertisers free Snapcodes when they purchase a location-based filter that drops graphics and videos on top of users’ selfies. Placing Snapcodes on print ads and packaging not only leads users to a filter—it gives marketers data on how many people see and use a Snapchat campaign.
Universal Pictures used the technology earlier this fall to add a digital component to a subway billboard campaign that promoted the film The Girl on the Train in seven markets: New York, Chicago, Los Angeles, New Jersey, Philadelphia, Washington D.C. and Boston.
Via: Adweek

Oreo Uses Dynamic Link Up Between DOOH and Snapchat

On Friday 13, Saturday 14 and Sunday 15th May, an ordinary shopping location at Westfield Stratford City was transformed, as shoppers were encouraged to embrace their inner child and Open Up to the world around them by a unique display of flying Oreo cookies.
Using cutting edge motion sensor drone technology, a live camera feed and sound effects, the Oreo cookies emerged from their giant packet and performed a unique choreographed routine every 15 minutes to passing shoppers.
Snapchat users were also encouraged to ‘Open-up to wonder’ by using a Snapchat Lens to immerse themselves in the world of the flying Oreo. On Saturday participants were invited to send in their snaps for a chance to be featured on the iconic digital outdoor screens at Piccadilly Circus. The screens were updated throughout the day to feature as many members of the public as possible. The dynamic link-up between the prime London digital outdoor space and Snapchat was a media first.
The experience at Westfield, in alignment with the Snapchat Lens, was designed to support the latest on pack promotion from Oreo, which asks consumers to simply open up a packet of cookies to discover if they are one of the lucky winners to win a wonderfilled trip to New York, and other prizes. Consumers have until 31 May to pick up a pack for their chance to win.

Credits:

Additional Credits: Media Agency: Carat
OOH: Posterscope, Liveposter
Consumer PR: Hill & Knowlton

Via: The Drum

Snapchat Is Running Billboard Ads That Only Its Users Will Understand

Snapchat has been running 50 static billboard ads that cleverly wink and nod at its users in several cities.

In each case, the ephemeral app’s main image for the roadside billboards represents a geofilter for that specific area. (Geofilters allow Snapchatters to overlay a graphic on their photos, transforming such images with more color while letting users share their location with followers.) The billboards do not include the Snapchat logo, making them sneakily fun for users in those cities, as non-users will be left in the dark. The creative in each instance is the work of Snapchat users via the platform’s Community Geofilters.

The hyper-local promos highlight the aesthetic of the following locales: New York’s Meatpacking District and SoHo neighborhood, the Mission District and Fisherman’s Wharf in San Francisco, Palm Springs, Calif., Chicago proper and its Lincoln Park neighborhood, Phoenix, Detroit, Boston, Miami, Portland, Toronto, Montreal and Arlington, Texas. For instance, Palm Springs’ sign and geofilter creative entails—what else?—palm trees, while Boston’s utilizes a depiction of Beantown’s Longfellow Bridge. (Courtesy of Snapchat, see examples below.)

Later this month, similarly styled examples will be seen in additional Canadian cities and in the U.K.

The campaign was concocted in-house, with MediaVest handling the out-of-home purchases, per Business Insider, which first reported the development. Adweek later confirmed the details with Snapchat.

The Santa Monica, Calif.-based tech company also ran billboards last fall as well as in Las Vegas during CES in January.

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Via: adweek