New App Creates Snapchat-Like Photo Filters for Events

Brands can use Snap Mask to put a custom overlay on guests’ selfies at events.

Snap Mask's graphic photo overlays can be created and shared by anyone, without using Snapchat.
Snap Mask's graphic photo overlays can be created and shared by anyone, without using Snapchat.
Photo: Courtesy of EventsTag

Planners looking to offer a photo-sharing experience at their events have a new option from EventsTag. Snap Mask is a facial-recognition masking app that the company created to enable brands to offer a Snapchat-like experience at events.

“Events are desperately searching for the next best thing in photo sharing,” says Dan Strang, C.E.O. of EventsTag. “Obviously there’s a load of popularity in Snapchat, but it’s a very closed-off platform. This gives everybody—whether you have Snapchat or not—that type of experience with their brand at an event.” 

EventsTag works with clients to design the mask, which can be a simple overlay that covers part of the subject’s face or a full mask. The app uses 3D facial-tracking technology so the filter moves and adjusts to even the slightest facial movement. For the PAC-12 college football championship game on December 2, the company designed filters that looked like face paint representing each of the teams in the PAC-12 division. Each filter also included logos of the PAC-12 and AT&T, which provided the Snap Mask photos.

The app can be loaded onto any tablet to be used at an event. Guests pick their filter, take a selfie on the tablet, and then share the image or a short video clip via text or email. It can also be used with a printer to give guests a physical photo to take with them. Snap Mask starts at $5,000 for the artwork and app.

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