As Netflix prepares for the premiere of its highly anticipated Gilmore Girls revival, the streaming giant launched a nationwide takeover of more than 200 local coffee shops – recreating the television show’s fictional Luke’s Diner.
In addition to distributing free coffee to thousands of avid fans, Netflix tagged 10,000 cups with a Snapchat QR code – aka Snapcode – that allowed users to apply a branded filter to their photos for an hour.
The ‘Snap to Unlock’ branded filter, which featured a toaster and iconic Luke’s Diner sign, was viewed more than 880,000 times and reached more than 500,000 people the day of the event, according to Snapchat.
While Snapcodes are a recent addition to Snapchat’s advertising portfolio – first introduced in September as a free offering for brands that purchased a location-based filter – Netflix’s recent success is evidence of the technology’s seemingly bright future.