Dive Brief:
- WeddingWire and Snapchat partnered to allow planners and participants to create custom Snapchat geofilters for their engagement parties, showers and wedding receptions, according to a news release.
- WeddingWire will leverage Snapchat's API, typically used by brands in ad campaigns, to provide customers with geofilter templates including customizable text fields and fonts; set geofences for the filters; and pay for them all in one place. The templates include designs from brands like Lily Pulitzer, Paper Source and Tuckernuck as well as brands like Domino's.
- WeddingWire's 2017 Newlywed Report found 64% of couples announced their engagement on social media and 59% created a wedding-specific website with details about the event, pointing to the growing importance of digital elements around the ceremonies.
Dive Insight:
Partnerships like the custom geofilter deal between WeddingWire and Snapchat benefit both parties. WeddingWire is able to provide its customers with a fun and desirable addition to their big day, and Snapchat gets to extend its reach and become associated with more personal user experiences in the same way veteran social media networks like Facebook have over the years.
In the past, Snapchat geofilters have proved to be a pricey ad format that only big-name brands have had the budgets for. By making geofilters more accessible, Snapchat taps a receptive market for incremental revenue and adoption at no real risk or technical outlay.
Other brand partners involved with the deal include Domino's Pizza, The Black Tux, The Tie Bar and UrbanStems, pointing to how other marketers can leverage these sorts of third-party app partnerships to target highly relevant audiences.
