Snapchat Filters for Museums: Our Paid Results at AAM 2016


Renegade Tours

While preparing for the American Alliance of Museums 2016 Annual Meeting, we quickly noticed that something was missing – a fun way to post on Snapchat! So we bought two custom Snapchat filters as a marketing experiment.

 Museum Hack branded Snapchat filter for AAM 2016 Annual Meeting Snapchat filter for AAM 2016 Party

 Our Snapchat filters for AAM 2016. On left, “AAM” and on right, “Party.”

Our Results

 

 

Total

Filter 1: AAM

Filter 2: Party

Cost

 

$66.33 USD

$39.95 USD

$26.38 USD

Filter uses

 

104

55

49

Filter views

 

3,624

2,313

1,311

Not necessarily an inspiring return on investment, but an exciting experiment in new media marketing. Here’s how we did it.

How To Buy a Snapchat Filter For Your Museum’s Special Event

Snapchat calls these “On-Demand Geofilters,” and you can buy them yourself on the Snapchat website here.

Sitting at our Airbnb the night before the conference, Nick and Diana said, “What if we got a Snapchat filter?”

We did it and were approved within hours by following these steps:

  1. Log on to the On-Demand Snapchat Geofilter site
  2. Review their submission guidelines
  3. Make your filter (We used their templates)
  4. Set a date and time for each filter
  5. Geo-fence the areas where the filter is available
  6. Submit to Snapchat

Our Filter 1: Welcome to AAM

Start time: 05/26/2016 03:00 PM EDT

Duration: 31 hours

This is the image that we used as our filter:

Museum Hack branded AAM snapchat filter

This is how we geo-fenced it:

Geofencing for Snapchat filter

Here’s what it looked like live at AAM:

Museum Hack branded Snapchat filter for AAM 2016 Annual Meeting

Our Filter 2: Museums Are Awesome

Start time: 05/28/2016 06:00 PM EDT

Duration: 4 hours

This is the image that we used as our filter:

"Museums are Awesome" Snapchat filter for AAM 2016

This is how we geo-fenced it:

Geolocation for Party Snapchat filter

Here’s what it looked like at the party:

Snapchat filter for AAM 2016 Party

Analysis

This was a great test for us to familiarize ourselves with the On-Demand Geofilter paid platform.

It is nice to see that our second filter got a lot more use, compared to the spending for Filter 1. This either says that we got better at targeting and geo-fencing, or that the Museum Hack staff disproportionately got drunk and Snapchatted the night away at Saturday’s party.

If we had to do it again, we would be careful to geo-fence more carefully and also attempt to match the filter start timing more accurately with the conference start time when people are taking the most number of pictures.

Discussion Questions

Should we have included more Museum Hack branding?

Why was the CPM so high?

When would museums do this, if ever?

Is Snapchat pointless for business use?

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