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Snapchat has been running 50 static billboard ads that cleverly wink and nod at its users in several cities.
In each case, the ephemeral app's main image for the roadside billboards represents a geofilter for that specific area. (Geofilters allow Snapchatters to overlay a graphic on their photos, transforming such images with more color while letting users share their location with followers.) The billboards do not include the Snapchat logo, making them sneakily fun for users in those cities, as non-users will be left in the dark.