This week, Amazon, PepsiCo?s Mountain Dew and GE quickly embraced Snapchat?s new category of filters that leverage facial recognition technology as pressure grows on brands to engage mobile users in a more organic way than standard ads. 

With the marketing industry focused on the potential implications of ad-blocking technology on mobile, 

marketers are quickly responding to social media application updates such as Snapchat's as they look to appeal users who are excited about the new capabilities. Snapchat?s latest upgrade prompted Amazon to directly interact with users by having them send their take on the new filters, while Mountain Dew showed its love for its product and GE promoted its science education content.

"As part of GE's Snapchat strategy, we are constantly experimenting with the platform's wide range of tools, including new features like Snapchat Lenses," said Sydney Williams, global digital and social media marketing manager at GE. "GE was able to leverage Snapchat Lenses the day it launched by playfully sharing a faux selfie of inventor and GE founder, Thomas Edison, with its fans."

"GE's goal on Snapchat is to promote STEAM, science, technology, engineering, art and mathematics, to a younger community of science and tech enthusiasts in an engaging, timely and unexpected way," she said. "Snapchat provides that platform, as that's where our younger fans are. 

"Being one of the most forward-thinking companies in the world, it is important that GE's marketing efforts reflect this by leveraging new technology to create innovative storytelling opportunities for our fans." 

Upbeat upgrades 

The photo-sharing app released an update on September 15, in which users tap on their face while in selfie mode and the app uses faces recognition tech to determine the shape and location of the individual?s face. Snapchat then provides a list of various interactive filters that fit the user?s face, which change when the user completes prompted actions. 

The update to the app is unique, new too many consumers and offers an interesting use of technology. Brands celebrating the new addition are appealing to users, showing them they are excited by the upgrade as well. 

Amazon put its followers at the forefront of its content with a call-to-action that prompted users to share their own versions of how they are using the filters. The digital retailer then shared numerous entries on its own Snapchat Story. 

Mountain Dew was one of the first brands to use the update following its launch, with a video of a man holding a Mountain Dew bottle and while his eyes turned into hearts beating for the beverage. Also, GE is raising awareness for its STEAM initiative with an image of Thomas Edison and the heart lens, reading ?Snapchat updates got Mr. Edison like,? along with ?#emojiscience.? 


GE gives Mr. Edison a makeover on Snapchat

Consumers spend a substantial deal of time on apps, more so than any other platform especially social media. It is essential that marketers find methods in leveraging these social channels, but must ensure not to intrude on their experience. 

Recently, Unilever?s Dove, Budweiser and a slew of other brands also celebrated with Instagram users over its update, demonstrating the importance of playing into content that consumers are excited about and humanizing marketers (see more).

Snapchat allows brands a significant influence on consumers, serving a more personal connection to them. Consumers must add the brand within the app to view its content, meaning that users are likely to be a loyal follower and marketing within this space has to solidify that bond.

Mountian Dew is no stranger to leverage consumer-based apps. For instance, when Twitter debuted its new video live streaming application Periscope in march, PepsiCo?s Mountain Dew immediately jumped on board for a chance to bring its mobile social strategy to the next level (see more).

"Mountain Dew fans are extremely active on social media, and being a first-mover on social media platforms is something that is core to DEW?s legacy as a digital instigator," said Christine Ngo, digital brand manager for Mountain Dew. "With Snapchat Lenses, DEW was one of the first brands to use the new feature, showcasing its ability to stay on top of the latest technology platforms and updates for our consumer.

"By being an early adapter of new technology and features, Mountain Dew hopes to grow its Snapchat followers as well as percentage of views among followers," she said.