Book Heads: A Snapchat Geo-Lens for Readers

BACKGROUND:
60% of Gen Z's in NYC report that they are currently reading 1 or more books. BUT only 24% self-identify as "readers" or frequently talk about books with their friends. (Source: NYPL Survey)
CHALLENGE:
Improve New York Public Library's brand engagement among Gen Z
INSIGHT:
Gen Z readers are in the closet about their love for books.
SOLUTION:
Give readers a playful way to take pride in their favorite books, and share books with their friends. Launched during National Reading Month, "Book Heads" introduced a Snapchat Geo-Lens at NYPL's 5th Ave flagship location. It worked like any other snapchat lens, except that it required an additional step: scanning a book's ISBN code. After scanning your book, watch it appear. On your face. #bookheads.