Rather than holding a contest on social media to give away VIP tickets, Toyota decided to make use of Snapchat's unique features in order to create an ultra-exclusive Lollapalooza experience.
The stunt involved creating a geofilter that could serve as a VIP ticket to Snapchat users who came across it and created a screen capture. With an image of the filter saved, Snapchat users at Lollapalooza were able to see the time and location of the event and attend an exclusive hour of music sponsored by Toyota.
The 'Golden Ticket' gave access to an exclusive show from recording artist Leon Bridges and rapper Big Boi. At the event, about 50,000 festival-goers viewed the filter during the three-hour time frame it was available for a limited time on Snapchat. At the end of the event, Toyota provided rides home in order to ensure attendees were able to get home safely.
VIP Ticket Geofilters
Toyota Used a Snapchat Filter to Offer an Exclusive Lollapalooza Concert
Trend Themes
1. Geofilter Marketing - Using geofilters as a unique and exclusive marketing strategy to engage with consumers.
2. Ultra-exclusive Experiences - Creating highly limited and exclusive experiences to build brand loyalty and excitement.
3. Social Media Contests - Exploring alternative approaches to traditional social media contests for promotional purposes.
Industry Implications
1. Automotive - Automobile companies can leverage unique promotional strategies like geofilter marketing to engage with their customers.
2. Music and Entertainment - The music and entertainment industry can explore opportunities to create ultra-exclusive experiences using innovative social media tactics.
3. Technology and App Development - Developing innovative features for apps and platforms to support creative marketing initiatives like geofilter ticketing.