Feeding America an early
nonprofit adopter of Snapchat filters
Nonprofit Feeding America is
raising awareness of the hunger problem in the United States with a
comprehensive mobile-driven campaign that takes the typical selfie activation
to the next level by leveraging Snapchat for an out-of-home engagement
opportunity.
In one of Snapchat’s first
nonprofit partnerships, consumers in New York’s Times Square last week were
able to access filter based on the focal image of the campaign, an orange
spoon. The mobile and social focus continues throughout the month of September,
providing consumers with multiple opportunities to show their support via
Facebook and Twitter.
“Millennials are an important,
yet relatively new, strategic audience for Feeding America,” said Danielle
Himmelman, marketing manager at Feeding America. “This campaign in particular
has additional emphasis in the targeting of this consumer segment, because we
know that they are highly interested in social issues and are driven to get
involved to help solve them.
“We also know that Snapchat's
user base includes hundreds of millions of users per month, which is a great
way to engage millennials where they already are and tell our story to this
important audience in order to hopefully mobilize them in the fight to solve
hunger,” she said.
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