The deal would be the first major year-long pact by a business for on-demand geofilters and allows the real estate firm to up efforts to connect with visitors at its properties.
Los Angeles developer Caruso signed on for a yearlong deal with Snap Inc. in what it hopes will up the ante in its connections with consumers.
The deal was confirmed Wednesday, the same day the geofilters went live.
The real estate firm — which developed and owns properties such as The Grove and Americana at Brand — is known for its carefully curated mix of tenants and unique shopping environments. The deal brings Snapchat’s location-based geofilters into the fold by allowing Caruso to offer specific filters to visitors at its retail properties based on location, time of year or center events.
Geofilters — special art or graphics that can be layered over a snap — are seen by advertisers as yet another inroad into reaching and better understanding their customer base.
The Grove Snapchat geofilter
The Grove Snapchat geofilter. Courtesy Photo
Nonbranded geofilters were already at Caruso properties since last year and the success of those is what gave it the additional push to ink an annual deal. It also fits within a broader tech strategy that was solidified over the summer with the establishment of the Strategic Development and Innovations division at Caruso. The new department serves as a kind of think tank on various technologies — from beacons to driverless cars — as it relates to possible integration into the company’s properties or potential investment targets.
Founder Rick Caruso said at the time of the division’s launch that it has already held early-stage discussions with Google, Amazon and Jack Dorsey at Square.
More than 60 retailers have bought Snapchat advertising this year, including Chanel, Tiffany & Co., Nike, LVMH and Macy’s.
The Caruso deal followed separate news announced earlier in the day Wednesday that Snap closed on an agreement with Disney-ABC Television Group that would allow for the streaming of original content, including an after-show series for “The Bachelor” that will live within the Snapchat Discover section. Additional programming under the deal will be revealed at a later date.
By Kari Hamanaka