This is another promising example of how social media platforms can tap into the offline world and deliver campaigns and experiences to their audience.
This time it’s fashion brand Coach, which partnered with Snapchat to promote its festive campaign. The brand created a series of snap-able pins, which, upon scanning, redirect to an exclusive arcade game based on Coach’s holiday campaign. Although this may sound like a rather simple execution, Coach is one of the first brands to feature technology in a fashion product, without having the “Fashtech” buzzword all over it.
According to Marni Schapiro, Snap’s director of retail “The pins are all about creativity and individuality. They’re fun, playful and allow our community a way to Snap the virtual onto reality.” The pins are available online and at 20 Coach locations across the U.S. throughout the holiday season. They come in various versions, all of them featuring Coach’s campaign figures.
Although Snap Inc. has been struggling ever since the launch of Instagram stories and battling with some hardware… malfunctions, it’s always on the lookout for brand partnerships. Its latest move allows brands and advertisers to sponsor animated filters and it has gathered significant media attention.
The platform may have been touted as “difficult” and “counterintuitive,” however, with its latest redesign under development, it is hoping to attract more advertisers, and brands – and further strengthen its user base.