Snapchat Partners with McDonald’s to Launch Promoted Places in Australia
Reaching Gen Z with Innovative Ad Formats
Sydney, Australia – Snapchat has debuted Promoted Places, a groundbreaking new ad placement on the Snap Map, in partnership with McDonald’s. This marks the first Australian test of the format, designed to help advertisers engage with the Snapchat community by showcasing sponsored locations on one of the platform’s most popular features.
The Snap Map allows users to explore what their friends are doing, discover local events, and find trending destinations. With Promoted Places, businesses can spotlight their locations, driving awareness and foot traffic by becoming a “Top Pick” based on community visitation trends.
Boosting Visibility and Engagement
Ryan Ferguson, Managing Director for Australia and New Zealand at Snap Inc., emphasized the potential impact of the new feature:
“Marking Places as ‘Top Picks’ drives a typical visitation lift of 17.6% for frequent Snapchat users compared to those who don’t see the annotation. With over 350 million monthly users worldwide engaging with the Snap Map, Promoted Places provides advertisers with a unique way to increase visibility, attract incremental customers, and connect with local audiences.”
This innovative ad format allows advertisers like McDonald’s to meet Gen Z—a demographic that Snapchat dominates in Australia, reaching 90% of people aged 13-24—on platforms where they already spend their time.
McDonald’s Leads the Charge
As the first local partner for Promoted Places, McDonald’s aims to connect with the Snapchat community in a meaningful way.
“This integration with Snap Map allows us to engage Gen Z by highlighting our restaurants to those exploring their local area,” said Martin Newman, National Media Manager at McDonald’s. “We’re thrilled to partner with Snap Inc. and believe Aussie Snapchatters will enjoy spotting the iconic Golden Arches on the Snap Map.”
The partnership aligns with McDonald’s strategy of leveraging innovative platforms to maintain its stronghold on the younger demographic.
The Role of OMD Australia
Emily Bosler, Managing Partner at OMD Australia, highlighted the importance of choosing the right platforms for storytelling:
“For McDonald’s, reaching Gen Z is a priority. Promoted Places on Snap Map offers a contextually relevant environment to engage this audience effectively.”
Looking Ahead
Promoted Places is poised to revolutionize how brands connect with audiences through location-based advertising. As the feature rolls out, McDonald’s and future partners will be at the forefront of exploring its potential to boost foot traffic and brand engagement.
This partnership underscores Snapchat’s commitment to empowering advertisers with innovative solutions tailored to today’s digital-first world. Aussie Gen Z users, it’s time to look out for the Golden Arches on your Snap Map!
