Macca's enters the Snapchat fray; rolls out first local geofilters

Sarah Homewood
By Sarah Homewood | 12 May 2016

McDonald's Australia is the first brand to take advantage of Snapchat’s local presence, with the brand rolling out paid geofilters, as well as calling on Snapchatter's to be apart of its first story on the platform.

Maccas has launched two filters this morning, one with its tagline “I'm Lovin' It” and the other with a fries boarder saying “Everyday is Fryday”. A third featuring the iconic Macca's Run will be available from Midday. This campaign was created by VML.

McDonald’s Australia director of digital, Mark Wheeler, says: “McDonald’s has a long heritage of innovating in response to the behaviours and needs of all our audiences. As a brand, together with our agency partners, we create great content and experiences for customers and take pride in embracing platforms that help us take this to more Australians.

“With such a significant audience in Australia, Snapchat presents an incredible opportunity for Macca’s to continue to remain relevant to our customers and employees alike. I’m thrilled with the work from VML Australia and OMD to create these Australian-first geofilters, and kick-off the McDonald’s Snapchat story.”

Maccas is the first brand to partner with Snapchat for a sponsored campaign, with the social player opening its doors just weeks ago, and just days ago it launched its first paid ad offering.

Last month, Snapchat named former News Corp NSW sales director Kathryn Carter as the general manger for its Australian business, as the messenger app begins to grow its commercial operations in this market.

Macca's joins other brands such as Oak, Westpac, Cadbury and Disney who have dabbled with the platform locally, but this campaign is the first paid campaign to launch in this market.

McDonald’s Sponsored geofilters will activate for all Australians nationwide and are being supported on Macca’s owned Facebook, Twitter and Instagram channels.

The filters launched at midnight and will run until 12.01am tomorrow morning.

McDonald’s Australia:
Director of Digital: Mark Wheeler
Digital Marketing Manager - Engagement: Sarah Harrington-Birch
Social Media Manager: Zoe Condon

VML Australia: Strategy, Creative and Social
OMD: Media

Need to know more about Snapchat? You can read our cover feature on the platform in AdNews in-print. Click here to subscribe to the AdNews magazine or read the iPad edition here.

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