Snapchat Launches First Sponsored Political Lens for Democratic Super PAC

Trump geofilter ad also planned for this week

Headshot of Lauren Johnson

Both presidential candidates are making one last-ditch effort to persuade young voters this week on Snapchat.

Today, pro-Hillary Clinton super PAC Priorities USA Action purchased the mobile app's first political-themed lens, the colorful filters that decorate selfies, ahead of the election on Tuesday.

The lens dresses users up in Clinton's hair and three of her signature pantsuit tops—in red, white and blue. The 8-second animation features a background image of the White House and the Snapchat user "shimmies" while a voice recording in the background says, "Whew, OK," referencing a viral moment from the first presidential debate.

Copy at the bottom of the lens reads, "Make history tomorrow. Love trumps hate tomorrow. Vote for her tomorrow."

Clinton's own digital team is also running a national geofilter ad today with creative that reads, "I'm With Her" that Snapchat users can layer on top of photos and videos. National filters are limited to one advertiser per day and Snapchat claims such filters reach 40 to 60 percent of Snapchat's more than 150 million daily users, equivalent to 60 to 90 million people.

According to Snap Inc., Republican nominee Donald Trump has secured tomorrow's national geofilter ad for Election Day, although it's not clear if his team has also purchased a sponsored lens, which can cost upwards of $750,000 on days with major events or holidays. While Trump's campaign has notoriously eschewed digital advertising, the candidate was the first to buy a national filter in September, which reportedly received 80 million views. He also ran a campaign this fall using Snapchat's so-called webview ads that linked to a donation website.

Meanwhile, a number of Senators—including Arizona's John McCain, Iowa's Chuck Grassley and New Hampshire's Kelly Ayotte—are running Snap Ads this week, as are candidates such as Nevada's Catherine Cortez Masto and Missouri's Jason Kander.


@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.