Snapchat’s trying to assist its customers get into the festival season spirit, with a variety of themed Lenses and content material challenges aligned with Summer season celebrations.
First off, Snapchat will likely be internet hosting unique content material from Coachella, with a curated Uncover factor that can spotlight video updates from varied creators on the occasion.
As defined by Snap:
“The Coachella Story will feature content captured by Snap Stars, artists, and community creators. From packing how-to’s, road trip BTS, and best festival looks, to the top performances, essential food picks, and everything in between.”
The activation aligns with Snapchat’s broader push to move away from professional content from publishers, and extra in the direction of highlighting user-generated materials within the app. Which is cheaper to supply, whereas it will additionally present extra alternatives to drive publicity to Snap creators, versus official content material by way of Snap’s official partnerships.
Snap discontinued funding for its Snap Originals programming final yr.
Snap’s additionally launching 4 new geo-fenced filters for Snapchatters to make use of dwell from pageant grounds.
Yeah, I wouldn’t say that these are superb additions, however they add to the broader celebratory ambiance, and will resonate with Snap’s predominantly youthful viewers.
Lastly, Snap’s additionally launching a brand new set of Highlight Challenges to drive extra themed UGC:
“Snapchat will also host a series of themed Spotlight Challenges across both weekends including #FestivalSzn, #FestivalFitCheck, and #FestivalMemories. Snapchatters are encouraged to submit their best Snaps for a chance to win a share of a cash prize.”
Spotlight Challenges intention to encourage contributions to Snap’s TikTok-like Highlight feed, by offering themed ideas that creators can align with in an effort to qualify for various rewards.
These new activations will assist to align Snap with the broader theme, or “vibe” of upcoming occasions, which might see extra customers contributing content material from them, which might additionally present alternatives for manufacturers to faucet into the identical with their very own themed promotions.
You possibly can learn extra about Snap’s pageant season activations here.
