|Lollapalooza Filters and Live Stories: Inside Toyota’s Snapchat Strategy
Snapchat’s a natural for some brands, not so much for others.
The struggle for Toyota is finding the right message. As Snapchat’s ad push gets increasingly aggressive, it’s getting harder for individual brands to cut through the noise. Last week, the brand ran the platform’s first geofilter that doubled as a ticket. At Chicago’s Lollapalooza festival, which Toyota sponsors, the filter was triggered in three locations, including the main stage and its branded stage for up-and-coming artists, the Toyota Music Den. Once inside these zones, festival-goers who swiped left on their selfies were presented with a VIP pass to a secret show with singer Leon Bridges.
“We want to appear genuine and authentic, not intrusive,” said Florence Drakton, who heads up Toyota’s social media marketing.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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