In an attempt to reach millennials, W Hotels recently activated a national geofilter campaign on Snapchat. As part of the campaign, three W Hotels themed filters were created, allowing users to add a creative message to their picture while letting others know they are at a W Hotels property.
Recognizing that their guests like to share pictures with their social networks during their stay, W Hotels saw Snapchat as a new and creative way for their brand to reach millennials. W Hotels has plans to create additional geofilters in the future, and will consider Snapchat’s other sponsorship opportunities as well. With more than 100 million users globally using Snapchat, W Hotels’ advertising spend will likely have a much further reach than if they were using more traditional methods to reach the same target.
Questions: Do you think W Hotels will be successful in reaching millennials through Snapchat with their national geofilter campaign? Would you be more likely to visit a W property in the future as a result of seeing content with the W Hotels filters on Snapchat? What type of brands/companies do you think would have the greatest success using a similar campaign?