American Eagle has partnered with Snapchat on a new advertising activation, which will see all American Eagle stores highlighted on the Snap Map, in order to help drive shopping behaviors in the back-to-school period.
As you can see in this example, the activation, a first of its kind for Snapchat, will highlight American Eagle stores with a special emoji on the Snap Map. And when tapped, a new listing will be displayed, which includes a quick link to its Summer arrivals, helping to guide shopping behaviors.
As explained by Snap:
“With over 95% of Snapchatters planning to shop in-store for back-to-school this year, American Eagle is teaming up with Snapchat to meet students where they’re already shopping, connecting, and planning their next move - on Snap Map! Starting today, over 800 American Eagle retail locations across the US will be featured as Promoted Places on Snap Map.”
The custom store listings will include all of the usual Snap Map store info, along with additional links:
“When Snapchatters check out the American Eagle Promoted Places on Snap Map, they can learn more about the location, check out Stories and Spotlight content from American Eagle, creators, and other Snapchatters, and even click to shop on ae.com for a seamless online shopping experience. American Eagle is also launching the AE Jeans Try-on Haul Lens available in the Lens Carousel and their Public Profile.”
So it’s an all-encompassing display of American Eagle Snap content, which will make it easier for users to get more info, and even shop, direct from the Snap Map.
It could be a valuable offering, a more high-end one, aimed at bigger brands, but a valuable connector for those trying to reach younger shoppers. Indeed, Snapchat says that 400 million Snapchatters use Snap Map monthly, and this new activation could help to build brand loyalty, and drive real-world foot traffic via this display.
It’s an interesting experiment, and it’ll be interesting to see what sort of engagement the activation drives for American Eagle, both as a consideration for this specific promotion, and for the potential value of Snap Map as an advertising surface.
