Dive Brief:
- Uber has teamed up with Snapchat for custom filters that riders can unlock, per an Uber website news post.
- One filter allows riders to add an arrival time to snaps sent to friends and a mystery filter that can be unlocked.
- Uber riders who are also Snapchat users will be offered a Snap card that lets them choose which filter to unlock, and the custom Uber filters can be used in conjunction with other Snapchat lenses.
Dive Insight:
The integration points to how the opportunities to leverage mobile's location-based capabilities are still being unlocked. Location is a key differentiation offered by mobile compared to other digital marketing channels and one that can provide meaningful context for users, driving more relevant experiences.
Uber’s partnership with Snapchat stands as an intriguing example for marketers looking for app/brand integrations of their own. Partnering with a ride-sharing service like Uber or Lyft, or even with a specific physical space, provides geo-location value to enhance mobile marketing and moments opportunities. For example, Coca-Cola partnered with Dollar General to sends messages to the retailer's shoppers who have its app installed whenever they pass specific Coke displays inside a store. Creative marketers will find new ways to connect brands and apps for mutual benefit and marketing opportunity.
The deal is also another example of how Snapchat is expanding what it offers users in advance of parent company Snap's IPO, which is currently planned for March. Snapchat has been active in providing new features and services over the last year for both its user base and marketers and advertisers looking to reach that audience.
