Reflik, a digital recruiting platform for crowdsourcing talent, wanted to get the attention of the millennial, coding-minded world this week during TechCrunch's Disrupt conference in San Francisco. But the Somerset, N.J.-based company wasn't able to make the 2,900-mile journey in order to attend.
So, Reflik's execs—which launched their company about a year ago at Disrupt NY—essentially pulled out three $20 bills, snagged a Snapchat geofilter and probably made more headway than had it spent much, much more.
Snapchat's geofilter ads run for an area that's bought by the marketer. On Sept. 12, from 9 a.m. to 6 p.m., Reflik purchased the entire 258,650 square feet for Pier 4, where the event took place. The ad cost $58.20, which equals 2 percent of a general admission ticket—$2,995—to TechCrunch Disrupt. There were three different versions for the creative.
Reflik's ad got 749 views, which is far from a mind-boggling number. Due to Snapchat's limited geofilter metrics, the company is also uncertain whether it nabbed prospects out of the deal.
But considering the company didn't have to buy plane tickets, book hotel rooms, purchase a booth, fork over cash for the pricey admission tickets or anything else to create the brand exposure, one might consider it a marketing win.
Additionally, when it comes to appealing to Gen Y professionals, Snapchat probably beats the heck out of a Google search ad.
"We designed our filter to highlight that [we are] disrupting talent acquisition, then we made it interactive—allowing users to fill in the blank with what they are 'disrupting,'" explained Ashish Vachhani, Reflik CEO. "We will likely add these kinds of filters to our ongoing marketing efforts, as appropriate."