Snapchat Debuts Dynamic Filters for Coachella

Snapchat is going all in for Coachella this year with custom filters designed exclusively for festival goers. The filters are all contextual to time and location, giving you the option to add graphics based on what stage you’re at and which artist is performing. For example if you’re watching Action Bronson on the main stage, a filter featuring the header graphic for that stage along with Action’s name at the bottom will become available for any snap you take during his set. Move over to the Sahara tent for Porter Robinson’s set, and the dynamic filters will change accordingly. You’ll have a unique filter available for every set throughout the festival, based on which acts you choose to watch. This adds an interesting layer of context to festival goers’ snaps while laddering up to the company’s curated Our Story feed, which aggregates the best snaps throughout the festival in real time giving outsiders a top level glimpse into all the action. It’s an interesting tactic that works perfectly with Snapchat’s highly ephemeral nature, giving the social brand a real way to stand out amongst the tsunami of photos and videos storming out of the desert this weekend.