25 Days of Snapchat filters was not only a Target first, but a Snapchat first, surprising guests with a joyous new way to snazz-up their snap, everytime they go to Target. (And yes, some people go every.single.day.) It was an in-store Advent Calendar that went live on December 1, culminated on the 25th  and was considered an extension of the ISM all season long, picking up the look, feel and even characters. Each filter aligned with the guest mindset from decorating to baking to partying to gifting.