How Bareburger is using AR on Snapchat to drive people to its restaurants

Bareburger is progressing in how it uses Snapchat. Instead of using the platform for one-off influencer promotions, the restaurant chain is experimenting with technical features on the platform to drive people to its restaurants.

Nabeel Alamgir, CMO of Bareburger, said Snapchat has evolved to the point where the restaurant can actively use it in ways beyond the typical promotional post.

“Before, [Snapchat] only had geofencing and other minor functions for brands,” he explained. “It was either that or huge campaigns that cost $10,000 minimum for a month.” In 2017, Bareburger used the platform primarily for influencer campaigns. For instance, Bareburger worked with Snapchat influencer @eatingnyc on a post that garnered 104,000 views and 5,100 shares in three days.

Now, Bareburger is taking advantage of Snapchat’s new Lens Studio, released at the end of 2017, to set up campaigns with geotargeting and augmented reality, features that deliver interactive elements that are key to getting people into the chain’s 44 locations around the world, Alamgir said.

Starting April 16, the restaurant chain is running a contest on Snapchat, giving away free burgers, fries and shakes to people who scan Snapcodes they receive in takeout and delivery bags. To redeem their prizes, people post a Snapchat Story using Bareburger AR images and then bring the Snapcode to any Bareburger location.

Bareburger is also running an AR filter people can access using the same Snapcode, which shows the menu items users can win and helps customers visualize menu items — including portion size and ingredients — before ordering, whether that’s for take-out, delivery or at a restaurant. The contest will run for a week, but the AR menu filter will remain available.

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