How Bareburger developed with Snapchat. Instead of using this platform for a one-time, influential promotion, the restaurant chain experimented with technical features to bring people to the restaurant.
Nabeel Alamgir, Bareburger's chief marketing officer, said that Snapchat has evolved to the point where restaurants can actively use it beyond the usual promotional posts.
He explained: "Before, Snapchat only provided geographical restrictions and other minor functions for the brand. This is a large event that costs at least $10,000 a month. In 2017, Bareburger mainly uses the platform for influential activities. For example, in one post, Bareburger partnered with Snapchat influencer @eaTIngnyc to get 104,000 hits and 5,100 stocks in three days."
Alamgir said that Bareburger now uses the new Lens Studio, which was released by Snapchat at the end of 2017, to use geolocation and augmented reality technology to provide interactive elements that are key to attracting people into 44 locations in the chain.
Beginning April 16th, the chain restaurant hosted a competition on Snapchat to give free burgers, fries and shakes to people scanning Snapcodes, who received them with take-away and delivery packages. To redeem prizes, people use the Bareburger AR image to post Snapchat Story and then bring Snapcode to any Bareburger location.
Bareburger is also running an AR filter that people can access using the same Snapcode, which displays menu items that users can win and helps customers visualize menu items, including serving sizes and ingredients, before ordering, whether it is a takeaway or a delivery. The goods are still in the restaurant. The game will last for a week, but the AR menu filter will remain available.
Alamgir explained that Snapchat specifically provides Bareburger's powers to the people who live in the chain, and tracks how the event brings people into their ranks. For example, in the game, Bareburger will be able to see the distance of the user's nearest Bareburger location, the number of exposures the lens receives, and the frequency with which the user uses Snapcode to view menu items and participate in the game.
And, according to Alamgir, for a brand that manages most internal marketing, Lens Studio also provides a cost-effective and simple way to implement these localized campaigns.
"We are not McDonald's," Alamgir said. “We are not located across the country. Therefore, targeted marketing is not only cost-effective but also more commercially meaningful. Although Bareburger’s typical billboard price was around $10,000, Bareburger’s upcoming Snapchat campaign is running for less than $5,000. Alamgir said, but he will not disclose the specific price. However, the price of creating an AR filter (Bareburger works with VR and Karab 3D Foods, a division of The Glimpse Group, an AR company) may cost more than running on Snapchat.
Overall, Snapchat has become an important platform for the restaurant chain to reduce spending on traditional advertising channels such as TV, printing and billboards, and to digitize more. In 2018, Bareburger will spend $25,000 on the platform, which is equivalent to 5% of the company's total advertising spending, which is less than 1% of Bareburger's advertising spending compared to $4,200 in 2017. Due to their geolocation and interaction capabilities, Bareburger also plans to invest more in SpoTIfy and Waze in 2018.
Alamgir envisions a future where customers can order directly from the AR menu through channels like Snapchat and want to replace all of the restaurant's physical menus with virtual menus. Alamgir said this would save on the cost of creating a physical menu that would cost Bareburger $10,000 a month and help the restaurant be more environmentally friendly. As Snapchat works with retailers like Nike to sell products directly from apps, the future may not be too far away.
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