In July 2016, Pokémon Go took the world by storm, sending hundreds of thousands of users –smart phones in-hand–outside to search for and capture a virtual critter. The Pokémon Go phenomenon was one of the most popular examples of a growing pattern; organizations are taking advantage of advertising with apps like these to motivate users and engage with them as they head outdoors. Today brands are looking for creative methods to engage with and even play an active role in the activities of these mobile audiences.
Snapchat, which currently has over 300 million active accounts, is quickly becoming a favorite tool for marketers. The Snapchat Geofilter feature, which gives users the option to add an element of flair to their snaps through filters that are unique to their location is a low-cost, easy-to-implement tactic that increases brand engagement.
Geofilter usage has grown over the past year. Many organizations in both the public and private sectors use Geofilters to raise awareness and promote their projects. One example is Commuter Connections, the host of Bike to Work Day in the metropolitan DC region. The DC Bike to Work Day is one of the largest in the country, attracting over 17,000 riders last year. Using Geofilters, Commuter Connections will give event participants the tools to share their participation with their friends quickly, using a unique graphic that will be available at select Bike to Work Day pit stops. As bicyclists snap, they let people see that they support healthy, low-cost and green commutes.
By pairing outdoor activities with advances in technology, these new tactics in engagement brands closer to their audience and influence their behavior through creative and direct messaging. As technology continues to advance, we can expect new and innovative ideas to bridge the gap between marketing and consumers.