Magnet #12

 It’s Friday 13th but that won’t stop the ever spinning wheels of the industry. This week we’re talking about Snapchat’s new campaign, Gen Z and an abstract 3D display all the way in New York.

 Enjoy.

Campaigns: Open your snapchat

On the back of its strong Q2 performance- which saw it add 13 million more daily users, and post a record revenue result, Snapchat has launched a new global ad campaign.  Scheduled with two phases, the first stage is  ‘Open Your Snapchat’, with the second targeting advertisers.  The first phase of the campaign is designed to maximise its own momentum, and encourage more usage.

Snapchat says, "open Your Snapchat is an invitation for consumers and advertisers to fully dive into AR, unlocking hundreds of custom experiences localized to each market. The campaign will blanket billboards, buses, websites and everything in between in numerous major cities across the globe."

Putting the platform’s camera and  AR functions at the heart of the campaign, Snapchat is making deserved noise about the significant progress it has made with its AR platform, and that presently more than 200 million users engage with AR every day, with over 200,000 creators using Lens Studio to create lenses.

The 'Open Your Snapchat' campaign will run in various markets around the world, starting with the US, UK and Mexico, before expanding to India, a key growth region for the app.

New technology: Coupons & Gen Z

A new cash-back rewards platform called Aisle  debuted in the U.S. last week , following a soft roll-out in April. It allows supermarket shoppers to take a picture of their  receipt and text it for the additional savings.

There are plenty of retailers that will text coupons on their own, but this service is centred around brands. Aisle’s website also groups products in categories for their users to discover.

The selling point for consumers, and therefore marketers, is that the rewards come in the form of instant cash wired to a user’s Venmo account. And there’s no separate app to download since Aisle discounts are triggered through text.

 This is interesting development for the marketing industry because it is this kind of service that allows marketers to tap younger consumers and avoid the perils of app retention. According to a study Fluent carried out, Gen Z is 153% more likely than the average consumer to sign up for discounts via SMS. Aisle will be one to watch, to see if it kicks off a trend, or becomes global.

Advertising formats: ZARA & 3D

Following on from our bit about 3D activations we discussed a couple of weeks ago, we wanted to highlight something ZARA did all the way over in Soho, New York.

https://www.instagram.com/reel/CSEpljTHNK1/?utm_source=ig_web_copy_link

ZARA is betting on 3D technology to attract the attention of its customers and attract new customers with an eye catching digital display. The abstract digital design,  by ShaneF Motion Design, caused a lot of excitement, reaching more than 45 thousand likes in its publication on Instagram.

 You could say this way of ZARA’s marketing is a result of the pandemic. In this era of pandemic and uncertainty regarding the so-called “new normal”, some companies have worked on different strategies to make their customers go to their stores to buy.

We think it’s a great strategy, because this sort of advertising provides a new experience to your customers and, on the other hand, attracts the attention of strangers. And after a year of not being able to have many new experiences, things like this are definitely needed.