The recently released Snapchat Coachella filters are customized for attendees of Drake's and St. Vincent's performances. The popular social media platform and Californian music festival have teamed up to enhance user experience while at the star-studded event.
This means that those who send videos during a specific performance will be given access to an exclusive filter along with a header that describes what concert they are seeing and what stage it is being held at.
This festival-focused app upgrade illustrates Snapchat's understanding of its millennial demographic. Appealing to festival goers has become a crucial marketing tool for top-tiered brands like H&M, who recently released a custom Coachella collection. The Snapchat Coachella collaboration is another that illustrates the music event's influence on today's young consumers.
Festival-Focused Video Sharing
These Snapchat Coachella Filters Create Concert-Branded Clips
Trend Themes
1. Festival-focused Video Sharing - The rise of customized filters for music festivals presents opportunities for brands to engage with millennial consumers in a unique and immersive way.
2. Enhanced User Experience - Social media platforms are increasingly partnering with live events to offer exclusive filters and features, providing users with an enhanced experience and increasing brand loyalty.
3. Marketing to Festival Goers - Brands are recognizing the importance of targeting festival goers and are leveraging partnerships with music events to create customized products and marketing campaigns.
Industry Implications
1. Social Media - Social media platforms like Snapchat are embracing music festivals to attract and retain users, creating new opportunities for immersive experiences and consumer engagement.
2. Fashion Retail - Fashion brands like H&M are capitalizing on the growing trend of music festival fashion by collaborating with events and offering event-specific collections.
3. Live Events - Music festivals and other live events are partnering with social media platforms to enhance the attendee experience and provide unique marketing opportunities for brands.