With 190 million active daily users, Snapchat is one of the largest social media platforms. However, Snapchat is not the first platform to come to mind when thinking about your digital marketing efforts. With the right strategy and execution, businesses can reach thousands of people with very little money, and without physically attending the event!
MJ2 Marketing recently teamed up with BORROR, a full-service commercial real estate firm specializing in construction, urban development, leasing, and property management, to create a business Snapchat Geofilter during the Stonewall Columbus Pride Parade and Festival. The results for the filter were impressive, with a total reach of 279,500 people! Now let’s digest this…total parade attendance was 500,000. That’s an amazing number…here’s how we did it.
What is a Geofilter?
A Geofilter is a custom designed, location-based overlay available to any Snapchat user in your chosen location. Businesses can use Geofilters to reach audiences in a specific area, for a specific amount of time, with very little effort. They are particularly useful for large events and festivals, such as PRIDE, where there will be a lot of foot traffic in a short amount of time. Geofilters are an effective tool to promote your business and garner brand awareness.
So, when 500,000 people decked out in rainbow gear filtered into Columbus to watch nearly 13,000 marchers for the 38th-annual Stonewall Columbus Pride Parade, MJ2 strategically designed several PRIDE filters for BORROR, and drew a geofence around the parade and festival at key points throughout the day, making it available to anyone in those areas. The Geofilters were wildly successful and resulted in 7,100 swipes, 4,000 uses, and 279,500 views.
According to Stonewall Columbus organizers, the 2019 parade was largest in the event’s history. It is truly an incredible feat, as Columbus’s first Pride Parade in 1981 drew about 200 people.
No doubt Snapchat is gaining relevance in many digital spaces. If you want to “chat” with us about your ideas around Snapchat give us a call or contact the MJ2 Marketing team today to learn more about this powerful, low-budget, digital marketing opportunity.