Consumers can now embellish a picture of their food or themselves with geotargeted Snapchat stickers.
This capability is enabled when a user physically visits any of McDonald’s locations in the United States and uses Snapchat’s filter option. The decorative stickers, also known as geofilters, feature a variety of graphics, including a large overflowing bag of French fries being poured onto a cheeseburger and a colorful banner featuring McDonald’s logo and text “Lovin’ Summer Fun.” By leveraging Snapchat’s geofilter abilities, McDonald’s is able to create sponsored social content that seems authentic and non-promotional through personalized consumer experiences. This activation illustrates how a brand can strategically blend modern technology with current social trends to distinguish itself among competitor brands while showcasing user-generated content.