Starbucks Turns Snapchat Selfies Into Playfully Fun Ads to Promote Its New Loyalty Program
Will it help ease recent backlash?
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Starbucks pushes its loyalty program on Snapchat.
Starbucks is the latest brand betting on Snapchat's 6-month-old Sponsored Lens ad format that overlays graphics on the app's ephemeral photos and videos. Today, the brand is running a Sponsored Lens to promote its recently revamped loyalty program and mobile app.
Adding the sponsored graphic to a "snap" makes users' eyes bigger and then turns them into a pair of stars—the symbol the brand uses for its loyalty program—that then explode.
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