Starbucks Turns Snapchat Selfies Into Playfully Fun Ads to Promote Its New Loyalty Program
By Carlton Wilcoxson • April 18, 2016
Starbucks is the latest brand betting on Snapchat’s 6-month-old Sponsored Lens ad format that overlays graphics on the app’s ephemeral photos and videos. The brand is running a sponsored lens to promote its recently revamped loyalty program and mobile app. Adding the sponsored graphic to a “snap” makes users’ eyes bigger and then turns them into a pair of stars—the symbol the brand uses for its loyalty program—that then explode.