For the past two years, THON has added an extra element to the event’s social media experience, with both a national Snapchat story and multiple filters. This year, however, there seems to be a noticeable lack of Snapchat interactivity.
According to a THON PR captain, there was an issue getting the designs approved for the filters, and while there may be filters later in the weekend, there are no guarantees. Though the sponsored filter is fine, it’s nothing like those of the past two years, and the 6 ABC logo certainly feels a little strange for a giant charity event. Normally, organizations like THON can send in filter ideas to Snapchat and, as evidenced by the previous years’ filters, they go up.
Of course, there are a lot more important things at THON than a Snapchat filter or story, but they added a nice extra flair to an event that is inherently social and shareable. At least the lack of a story will also mean a lack of potential slip-ups.