Snapchat is adding a new way to help improve live event discovery. Snapchat is introducing a new Snap Map feature, created in partnership with Ticketmaster, which displays all listed events near a user’s location. The new Ticketmaster Snap Map layer, which is activatable via a toggle on the upper right of the map screen, reveals all Ticketmaster-listed events nearby.
Choose Your Destination
Among the listed events, users are then able to swipe through and share events they’re interested in with their in-app connections. Users can also purchase tickets in-stream, effectively comparing this new map layer to sites like Trivago, only that it’s for events and not hotels and lodgings.
As Snap explains:
“Using the new Snap Map Layer, Snapchatters can browse Ticketmaster’s complete catalog of upcoming events based on what is happening nearby. There, they can see everything from comedy to sports, concerts from today’s big stars or indie shows from latest up and comers. Once they find a show that piques their interest, they can tap in and invite their friends through stickers that plug right into the Snapchat Camera, or even buy tickets then and there through a seamless checkout process.”
It’s a good update, and it makes a lot of sense considering that Snapchat has a predominantly young audience who are more likely to be looking for events and gatherings to attend. You know how young people are just into inviting friends and connections and planning a night’s out.
Things only grow more cohesive since this also happens to be one of Snap’s key use cases in that it keeps friends connected. While other social apps are more focused on expanding your circles outward, Snapchat is geared towards maintaining more intimate connections, which has so far helped it establish itself within the broader social media ecosystem.
In terms of marketing, the update also presents significant connection opportunities for Snapchat to partner up with various local brands and events, which is a rather interesting use of its Snap Map Layers that first launched just last November.
The Wrap
It’s both interesting and exciting to see what other functions Snap intends to build into its Map layers, as well as how such additions would end up benefiting both the platform and its users. Regardless of the nitty-gritty, it’s definitely a big commercial and advertising opportunity for Snap, and one where it could effectively showcase its evolving AR technology and integrated practices.
Imagine being able to attend live and virtual events at the same time, with upgraded Snap Spectacles giving you a digital overlay of virtual summits and concerts while being physically present at the movies or out with friends at a night market. Or, better yet, imagine being able to attend two major shopping events at once – try on clothes while Trying-On virtual apparel at the same time! It really makes for a crazy purchase experience.
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