"Snapchat is a key social platform for our brand and we continue to look for new, innovative ways to reach our customers through the channels they use most frequently," said Fran Horowitz, Hollister brand president, in a statement.
This is the first time filters have been used at a high school, according to Snapchat and Hollister.
Snapchat's blog provides specs and templates for community-submitted geofilters, suggesting that a geofence be drawn thoughtfully, kept local and in a public place where people are likely to gather and send Snaps.
Teens are sharing their thoughts on social media, and again demonstrating that brands open themselves up to both good and bad word of mouth when they use social media.
Whoa Friday vibes thanks Hollister for the gnarly geotag— Pizza Steve (@JFontsey) October 2, 2015
The Hollister snapchat filter is almost as depressing as the fact that people wear Hollister— Conor (@Cdotbrez) October 2, 2015
McDonald's was the first brand to use sponsored geofilters, which Snapchat introduced in July. In December 2014, community geofilters were launched, allowing Snapchatters to submit their own filters for review. Yesterday, news broke that the brand would let movie marketers sponsor lenses, an animated selfie feature. The company declined to comment on the timeline and pricing for the film lenses at this time.