The Snapchat Takeover

Are you familiar with Snapchat? Some people might just recognize the app with the little ghost icon, others use it for fun, and some companies have found a new way to interact with their customers more directly through it, but how? Lets enter the interesting world of Snapchat and take advantage of this little player that has the odds of becoming a titan.

First things first lets define what the app is about! Snapchat is essentially an app for video and picture sharing, but with a twist; the interesting part of it is that these get “destroyed” ten seconds after watching them. It was developed by Evan Spiegel, Bobby Murphy, and Reggie Brown.

The pictures, videos and drawings are known as “snaps”, and users can control the amount of seconds that visuals sent can be seen. Another perk is that it allows money transfers with “Snapcash” – a recent update that can also been taken into account by businesses.

How are businesses using it?

Case 1: NBA generates a campaign to raise excitement for Kevin Durant’s MVP.

Taking advantage of the “temporary” nature of Snapchat, the NBA created a story with three photos to increase the audience of the moment in which Kevin Duran would accept the award for MVP. The pictures were brief and straightforward, highlighting the best moments of the event. Users that wanted to know more had to tune in and keep up with the story.

What did we learn from it?

Expectative Campaigns are ideal for Snapchat, the nature of these is to generate curiosity among users, which can lead to increased website visits and engagement. Because they are curious, fans will want to learn more about what the specific event is about.

Case 2: Free People gives previews of new products

Free People uses Snapchat to give previews of new collections and they also offer sneak peaks of what goes on in the corporate office. In general, humanizing the brand is essential in order to generate engagement with the fans and customers.

What did we learn from it?

Snapchat provides a platform that keeps customers engaged with interesting (and often funny) content. With this type of content, people will feel connected to the company which could lead to more actions like visiting their website, making a purchase, and becoming a new loyal customer.

Case 3: GrubHub releases limited time coupons.

This company often uses limited time coupons in story sequences that lead users to promo codes for the online food delivery and take-out service.

What did we learn from it?

Restaurants can utilize this idea best. It causes users to constantly check their Snapchats to see if there are any new promotions or coupons.

This new platform offers several opportunities to get creative, especially if the target audience is younger than those on Facebook, Twitter and Instagram. What do you think about these examples? Would you implement a Snapchat creative strategy for your business?

Let us know your thoughts!