To help celebrate its upcoming 100th anniversary, Forbes will this weekend launch a Snapchat campaign dubbed 'Find Yourself on Forbes' geared towards further engaging its fast-growing millennial audience.
The company is launching a worldwide Snapchat geofilter scavenger hunt today which aims to give the company’s growing millennial base the chance to participate in an aspirational geofilter moment: being on the cover of Forbes.
The Snapchat geofilter which resembles the Forbes cover will go live in one global location. Every Friday through September, Forbes will drop hints about where the special filter can be found, encouraging users to find it, snap themselves on the Forbes cover, use Snapchat stickers to further customize their Forbes cover moment and post to their social channels using the hashtag #Forbesat100.
The “Find Yourself on Forbes” campaign is part of a series of activations in celebration of Forbes’ 100th anniversary on September 15. It’s also part of Forbes' growing investment in mobile technology and content. In January, Forbes for the first time launched part of its 30 under 30 list within a Snapchat Discover Special Edition ahead of its reveal on Forbes.com. In March, Forbes unveiled a new mobile experience created using Google’s Progressive Web App (PWA) technology.
“The idea came about as we have had many entreprenuers and individuals say to us “watch out, one day I am going to be on the cover of Forbes,” said Lewis D’Vorkin, chief product officer at Forbes and is part of the ongoing centennial celebration of the magazine which will celebrate 100 years in September.
"The team thought we could have fun giving people the opportunity to actually be on the cover of Forbes via Snapchat,"
With 40% of its readership made up of millennials, D’Vorkin notes that the interest of newer brands partnering with Forbes has been significant which he credits to the trustworthiness of the Forbes brand across generations.
“I think in the world we live in today, people are depending more and more on trusted media brands, with fair analysis and perspective," he said. " There is also a generation out there that is very tuned into to this spirit of creating ones own company, being an entrepreneur, providing products and jobs for others. I believe that Forbes is also about aspiring to things which is at the forefront of many peoples minds today."