An IHOP Snapchat Partnership Will See In-Restaurant Geofilters
Rebecca Byers — February 29, 2016 — Marketing
References: adweek
A recently announced IHOP Snapchat partnership will see the launch of special in-restaurant geofilters within the location-based app. The innovative partnership will increase social interaction with customers and will serve as a kind of native advertising campaign that is sure to generate buzz on social media.
In order to keep the creative overlays only accessible to those Snapping from within the store, the Snapchat geofilters will be kept within a "geo-fence."
The interactive campaign is aimed at getting consumers excited about IHOP and specifically, as a way to interact with brand fans. In citing their inspiration, IHOP's VP of Marketing Kirk Thompson described the high number of Snapchats sent to the brand's account from patron's already in the store and sought to reward them for their loyalty.
In order to keep the creative overlays only accessible to those Snapping from within the store, the Snapchat geofilters will be kept within a "geo-fence."
The interactive campaign is aimed at getting consumers excited about IHOP and specifically, as a way to interact with brand fans. In citing their inspiration, IHOP's VP of Marketing Kirk Thompson described the high number of Snapchats sent to the brand's account from patron's already in the store and sought to reward them for their loyalty.
Trend Themes
1. In-restaurant Geofilters - Creating custom geofilters for in-restaurant use on Snapchat can enhance customer engagement and generate social media buzz.
2. Native Advertising Campaigns - Developing native advertising campaigns through partnerships with popular apps like Snapchat can effectively reach and engage target audiences.
3. Social Media Loyalty Programs - Implementing social media loyalty programs, like rewarding brand fans on Snapchat, can foster customer loyalty and increase brand interaction.
Industry Implications
1. Restaurant - Restaurants can utilize in-restaurant geofilters to create unique dining experiences and drive social media engagement.
2. Digital Advertising - Digital advertising agencies can explore opportunities to create native advertising campaigns that leverage popular apps like Snapchat.
3. Marketing and Branding - Marketing and branding professionals can incorporate social media loyalty programs into their strategies to strengthen customer relationships and brand affinity.
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