Most of us have heard of Snapchat. The app which lets you send pictures to your friends – pictures, which will disappear 10 seconds after being opened. The app has gained a large popularity during its two-year life; Snapchat has five million active daily users, who send more than 200 million photos, or ‘snaps’, every day. In May 2013 the app was even the most downloaded non-game app on iOS globally.
So the question is – does this popular app hold any possibilities for brands to explore? Probably. An example is the American company, 16 handles, which sells frozen yoghurt ice cream. 16 Handles encouraged their customers to send a picture on Snapchat of themselves eating ice cream and then 16 Handles would automatically send a discount coupon back to the customer. The customer would have to wait to open the ‘snap’ until they were standing at the register in a 16 Handles-shop and then they could see how large the discount was, ranging from 15-100%. So by combining a discount and a surprise element, 16 Handles was able to engage with their customers on Snapchat.
Other ways to Snapchat
Besides sending coupons, there are other ways you could use Snapchat for business; you could send sneak peaks of your product or an upcoming event. Or you could arrange contests, where users would have to collect clues from your snaps. Or you could reveal behind-the-scenes pictures from events. If you are creative, the possibilities are endless.
Snapchat still lacks analytics and a business model, but marketers like MTV and Taco Bell have already seen the app’s potential. So maybe this is the start of an era of branded promotional engagement contests and strategies, which emphasizes users with a quick response time and a curious mind.
What do you think?