Snapchat will promote its camera and augmented reality lenses with a new global campaign fueled by out-of-home QR codes that will look to take advantage of more people commuting and traveling about.
“As people start emerging out in the world, we thought it would be a good opportunity to show them something surprising and fun,” says Snap CMO Kenny Mitchell.
"Open Your Snapchat," which was designed internally and is Snap's largest global marketing campaign, will rely heavily on out-of-home and digital ad placements in places where people often have their phones out, such as bus stops, baggage claims, or waiting for a friend at a restaurant. The ads will feature Snapcodes, Snap’s version of QR codes, that will encourage bystanders to, well…. open their Snapchat.
Snap declined to share how much was spent on the campaign, although prices for out-of-home advertising are on the rise.
The ads will be placed in major cities in the U.S., U.K., Mexico, and India, with Snapcodes triggering lenses relevant to the location. A billboard in New York City will let users see a jungle lens overlay the concrete jungle, as well as a placement on the John F. Kennedy airport baggage claim carousel that will reveal a lunar landscape. A flying whale will greet commuters who open the app in London’s Waterloo station.
One variable that may impact the reach of the campaign is the uptick in Covid-19 cases caused by the Delta variant. But Snap does not seem to be concerned; the campaign will also include some digital and video ad placements on websites.
“OOH is just one element of Open Your Snapchat, as we will be reaching consumers with comprehensive digital and video, as well,” a Snap spokesperson said in an email.