US Snapchat users are noticing outdoor advertising which is localised to specific districts like Palm Springs and the Meatpacking district in New York City, each outdoor ad is the individual geofilters found within the photo-sharing app.
Geofilters are the location-based graphics users can place over their snaps as a way to let their friends know where they are snapping from. Some of the 50 billboards in the US and Canada version of the campaign are user-generated geofilters.
What’s interesting about the campaign is there is no Snapchat logo (the ghost symbol) so people who don’t user Snapchat or the Geo-filters will be confused by the advertisement.
The campaign was created in-house, with advertising agency MediaVest responsible for media buying.
Check out the billboards below: