How it works:
The On-Demand Geofilters can be uploaded and bought here. https://www.snapchat.com/on-demand
The example they give us a young women having a birthday party and letting all her friends add the filter for that party.
The cost element..
I am glad they made it a paid feature as this lets Snapchat control and filter the crap that will be heading it’s way. I can see thousands of young teens wanting to Photoshop and make their own filter just for their home. Time also interesting as it keeps the filters contextual to the event first submitted for.
we have seen brand filers across specific countries and also globally but now I can predict Snapchat will let brands have on-demand filters for all of their retail outlets. Starbucks, urban outfitters, top shop, I can assume will the first to roll these out first. I would recommend to the people that persuade brands to use features like these is to do the following.
Firstly think and find out what users are using Snapchat for in the brands retail store.. Example Starbucks: coffee photos, New look: selfies in the changing room. If Snapchat is being used to showcase new products you may look to use filters for just product launches or refreshes.
Ask Snapchat if you can get any metrics from buying these placements, also ask if your brand can have ownership over the retail stores. (Last thing you want is a competitor in your space) you need metrics so you can see if it’s worth being in this space. You could also A/B test which filter works best and stick with one.
I think I may make a Geo-filter at work and see if I can get some buzz around it.
Official statement http://blog.snapchat.com/post/139795604115