Snapchat is a hip, relatively new messaging app that combines the convenience of photo messaging with the peace of mind knowing your messages are permanently deleted moments later. Brands have recently recognized the new communication medium as an opportunity to use in their marketing campaigns and have began “snapping” accordingly.
Here are 5 of the best Snapchat campaigns around:
1. Taco Bell – Product Introduction
This past May, Taco Bell decided to reintroduce their Beefy Crunch Burrito by sending pictures of the returning burrito to fans’ Snapchat accounts.
“Sharing that story on Snapchat is a fun way to connect with the fans that we are thrilled to have,” said Tressie Lieberman, director of social and digital for Taco Bell. “It’s all about treating them like personal friends and not consumers.”
This was a good Taco Bell campaign because they took advantage of a captive audience and got lots of great PR out of the release.
2. Philadelphia Eagles – Behind-the-Scenes
Even the NFL is jumping on the Snapchat bandwagon. The Philadelphia Eagles started their very own Snapchat account and quickly gained 7,000 fans in the first week by keeping fans connected to their favorite football team. Snaps include promotions of new products and apparel fans can find in stores, as well as behind-the-scenes pictures and videos like various players singing “What Does the Fox Say?”
3. MTV – Show Teasers
MTV used Snapchat to promote its show Geordie Shore (which, as you can imagine, is the British equivalent of Jersey Shore) during the Summer of 2013. Fans who had friended the show’s Snapchat account started receiving exclusive videos and photographs leading up to the UK reality show’s sixth season premiere. This campaign worked well because MTV marketing executives tapped into their target audience’s unique platform, allowing them to tease storylines in a new way and bring promotional material right to their cell phones.
4. 16 Handles – Coupons
Frozen yogurt chain 16 Handles used Snapchat to bring coupons to their loyal fans. The campaign premise was simple—snap a picture of yourself enjoying a cup of their frozen yogurt and you’d receive a coupon for anywhere from 16 to 100 percent off. This one worked well on multiple levels: It kept fans actively thinking about 16 Handles and their product, it provided customers an incentive to return and spend more money (maybe even bring a friend or two), and generated tons of free promotional material the company could use for future marketing campaigns.
5. The co-operative electrical – Snaptop
Based out of the United Kingdom, The Co-operative Electrical claims to be the first major retailer to use Snapchat for marketing purposes. The company wanted to target students, so naturally they focused their efforts on the new, emerging communication channels like Snapchat that the typical tech-savvy student might use. Users simply had to add Co-operative Electrical as a Snapchat friend and later received a coupon code that offered £30 off the online price of any laptop.