In case you’ve been living under a rock, Snapchat is a photo and video-messaging app for iOS and Android. It was launched in September 2011 and since then users have been sending 350 million pictures or videos to their friends everyday. The big difference to the usual messaging apps is that these messages self-destruct after 10 seconds. It is for this reason that the app has become extremely popular among teenagers – and also notorious for sexting, almost half of all users have received some kind of naked photo or video. This slightly risqué reputation is also the reason why brands have been slow on the uptake to use it.
The app has recently introduced a new feature called Stories. This lets users take videos and pictures that can be viewed and shared for up to 24 hours. This has allowed brands to invest more time into the platform as it can be used more to their advantage, it’s still a very new platform but a few have been cautiously incorporating it into their day-to-day strategies.
The Co-Operative Electricals
The Snaptop campaign was one of the very first that used Snapchat as it’s main platform. The campaign was created by Holler and offered students £30 off their laptops when they bought online. The discount was redeemed when a student added Co-operative Electrical as a friend on Snapchat, the company then sent them a promotional code – but this meant students had to be quick to copy this, as it would self-destruct within 10 seconds.
— Taco Bell (@TacoBell) May 1, 2013
Taco Bell, first used the app to launch their new Beefy Crunch Burrito using the 10-second shelf life messages. Since then they have been putting the new timeline feature to good use to engage with their contacts, rather than using the app to drive one campaign.
Acura, Honda’s luxury branch, also used the platform to send out a 6 second video of the new NSX supercar to the first 100 users to follow Acura_Insider in July this year.
NowThis News have made waves on Instagram by being one of the first news organisations to take advantage of Instagram video when it was first introduced over the summer. Now they have taken it one step further and started to tell whole news stories via Snapchat. This does work well for the typically short attention span that isn’t generally compatible with newspapers these days and they have made some well put together messages, including the most recent message that included news of Lou Reed’s death.
MTV decided to do just that when launching the new series of ‘reality’ TV show Geordie Shore. It was the perfect platform for launching the show, as it is very popular with teens. The aim was to show the ‘cheekier side’ of the already slightly controversial show by sending fans exclusive pictures and videos, which fits in perfectly with Snapchat’s reputation. Their account also sent their contacts reminders when the show was being aired.