Snapchat Partners with Wendy's To Spur Donations to the Dave Thomas Foundation For Adoption

Wendy’s and Snapchat have partnered on an initiative to raise money for the Dave Thomas Foundation for Adoption, according to an article on AdWeek.

The initiative involves the use of a “lens that uses the messaging application’s marker tech augmented reality technology,” the article said, AKA what would colloquially be called “a filter.” The article said “Starting Monday, cups in Wendy’s restaurants nationwide will feature a Snapcode that hungry Snapchatters can use to unlock the lens. Once this is done, the Wendy’s logo comes to life and displays quotes from children and parents who were brought together by the DTFA.”

For every use the lens, Wendy’s pledges to donate $5 to the nonprofit, according to the article.

It’s not the first time this year that a brand this year has creatively leveraged social media for a campaign; the NFL and Instagram partnered on ‘shoppable moments’ during last month’s NFL draft. With the rise of content marketing and the spending pull of social media among millennial consumers, such campaigns likely won’t be going anywhere anytime soon.