The Sydney office of media agency Maxus Communications Australia took its Christmas party digital opting against a traditional photo booth in favour of a Snapchat lens filter.
“Photobooths are so 2016,” said Ricky Chanana, national head of investment for Maxus.
“Staying true to our core values of being ‘born in the digital age’ we partnered with Snapchat to create two location specific filters for our Christmas party.”
The filter or lens – a template that can be overlaid on a photograph taken with the Snapchat app – were ‘geo-fenced’ which means they were only available to people at the exact longitude and latitude on the day of the event.
Once the Maxus contingency arrived at the two locations, team members were able to access the filters, take photos and share them on Snapchat and other social platforms.
Last month, Snapchat revealed its Australian usage numbers for the first time with four million active daily users locally and 150 million global users with brand sponsored filters a fast growing trend. Earlier this year in the US, 20th Century Fox reportedly spent $750,000 on a sponsored lens for its launch of The Peanuts Movie with Snapchat selling the ad unit roughly once every three days.
Maxus has recently used Snapchat lenses for client Hungry Jack’s as part of the Halloween Whopper promotion.
“Expect to see even more Snapchat filters in 2017 as more brands realise the potential of the platform as a way to tap into the millennial audience,” said Chanana.
