Snapchat is looking to get its users in the mood for festival season with a new batch of themed Lenses and content challenges for Summer celebrations.

Snapchat also offers exclusive Coachella content on the platform, featuring a Discover element curated specifically to show video updates from a variety of creators who plan on attending the event.

"The Coachella Story will cover content from Snap Stars, artists, and community creators. What to pack, how-to's, BTS of road trips, best festival looks, to the top performances, the food picks you don't want to miss and everything in between."

The move aligns with broader efforts by Snapchat to shift away from professional content from publishers and towards showcasing more user-generated material within the app-which are cheaper to produce, while also enabling more opportunities to drive exposure to Snap creators, as opposed to official content through Snap's official partnerships.

Snap had also last year stopped funding its Snap Originals programming.

Snap also is introducing four new geo-fenced filters for Snapchatters to use live from festival grounds.
Sure, I wouldn't say these are amazing additions, but they add to the bigger celebratory atmosphere, and could resonate with Snap's predominantly youthful audience.
Lastly, Snap is launching a new set of Spotlight Challenges to drive more themed UGC:

"Snapchat will also run a series of themed Spotlight Challenges across both weekends, including #FestivalSzn, #FestivalFitCheck, and #FestivalMemories. Snapchatters will be encouraged to submit their best Snaps for the chance to win a share of a cash prize."

Hosting Spotlight Challenges, the company hopes it will stimulate contributions towards Snap's own TikTok-like feed called Spotlight. Themed concepts to be aligned with by the creators qualify varying rewards.

These new activations can bring Snap in-line with a bigger overarching theme, or "vibe" of the future events, where more users will contribute content from them, which could also open doors for brands to tap into the same with their own themed promotions.