River Island has partnered with Snapchat to create a number of bespoke branded filters that activate in-store, the first campaign of its kind for a fashion brand as the platform gains popularity among advertisers hoping to tap into an engaged millennial audience.
The location-based ‘Snap & Share’ campaign will see users able to access a number of branded River Island filters while in stores in the UK and Republic of Ireland.
These filters are designed to highlight key brand and cultural messages and will vary across the season, as the brand hopes to remain timely and relevant in the minds of their consumers.
The campaign will launch on 30 August in over 280 stores and will run for three months to support the brand’s new polaroid-inspired advertising campaign.
To encourage customer engagement, the brand is running a competition that will offer users who have shared images of the bespoke filters a chance to win a £1000 shopping spree and digital camera.
Josie Roscop, marketing director of River Island says: “When devising a plan for the launch of our new Autumn/Winter campaign, we wanted to explore new innovation and technology, seeking a fresh way for us to connect and engage with River Island customers. We decided to use Snapchat for its mass reach, popularity and ability to cut through to consumers with strong, creative content.”
River Island follows in the footsteps of Burberry, which developed a QR-style 'Snapcode' on its products in April in partnership with the social platform to give consumers access to exclusive content when they are in-stores.