Hollister Targets 19,000 High Schools with Snapchat Geofilters

Teens Secretly Texting in Class Can Express 'Friday Vibes' Sanctioned by the Surfer-Inspired Retailer

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The retailer's sample Snap shows teens playing football with the sponsored geotag overlayed.
The retailer's sample Snap shows teens playing football with the sponsored geotag overlayed. Credit: Hollister

In good news for Hollister-loving teens and bad news for teachers battling screens for students' attention, the clothing brand rolled out a geofilter today that targets 19,000 U.S. and Canadian high schools.

The clothing retailer's sponsored geofilter, an image overlay that reads "Friday Vibes," will appear as an option on teens' phones as they swipe left or right through filters.

"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.

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.

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