CRUNCHY NUGGETS: What if you could snap a photo on your cell phone, send it to friend, and then have it disappear in seconds — on purpose? That’s what mobile app Snapchat enables. As of January 1st this year, 50 million photos were being sent like this every day through Snapchat, with over one billion sent in total. Snapchat lets you take a photo or video, add in a caption, and then choose how long you wish for the viewer to be able to see this photo or vid, up to 10 seconds, before it self destructs. The recipient can certainly take a screen shot of what they received — so keeping true to the internet, nothing sent is completely private nor deleted, necessarily. Which leads to certainly the words “sexting” and “risque” and “parental concerns” come up when you read about Snapchat. But this post isn’t about that…rather, it’s about how marketers are seeing interesting executions with this app. Quick! Read on as this blog post will self destruct in 10-9-8-just kidding.
Snap, share & save — Earlier this year, frozen yogurt chain 16 Handles used Snapchat to deliver a surprise offer. It worked like this: snap a shot using Snapchat of you and your friends enjoying 16 Handles fro yo. Send your shot to 16 Handles’ Snapchat account. In exchange, receive a surprise discount from 16 to 100% off of your next purchase at 16 Handles. The recipient had 10 seconds to let the cashier scan the photo/offer before it destructed. Now, my inner pragmatic promotions person says “Eek! What if the cashier doesn’t know what to do…what if it disappears too quickly…” etc. etc. But, I will say that this was a small scale program, testing out the waters of an app used by the brand’s target audience. So good for 16 Handles. Now, keeping that open mind, there are other ideas for using Snapchat among brands.
clickZ — Just last week, clickZ ran an article by Andrew Solmssen. It shared his ideas on how brands can use Snapchat. Everything from scavenger hunts to events to insider access to contests. Now…again,..I have to let my “yes but…” execution voice hush and let this man speak. At the very least, it shows that the platform has interesting extensions and can be a good brainstorm idea piece for your future thoughts. Again, I think it would work best if the redemption and participation parameters were kept nice and tight and controlled. Here is the article: http://www.clickz.com/clickz/column/2240363/marketing-with-snapchat-its-not-just-for-the-kids?wt.mc_ev=click&WT.tsrc=Email&utm_term=&utm_content=Marketing%20With%20Snapchat%3A%20It%27s%20Not%20Just%20for%20the%20Kids&utm_campaign=01%2F31%2F13%20-%20Mobile&utm_source=ClickZ%20Media&utm_medium=Email
One last note about this app is it just goes to show how immediate today’s audiences are about their content and its consumption. What’s new now, can be gone in 10 seconds. Oh and as always, I think the best way to really see what something is all about is to try it. So do go ahead and download the app, find a friend, snap away, and then look quickly! TASTY TREND: Socially Acceptable; Here and Now #snapchat #marketingideas #photos #mobile