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Snapchat is one of the most popular social media in the world.

Digital Marketing[edit]

Snapchat as one of the tops social media that digital marketers are paying attention to.[1] Fleetingness and temporality of Snapchat to be the most attractive features in digital marketing. The feature is in conformity with real-time marketing and Snapchat makes good use of the real-time attention to this feature. It can help companies grasp the hot spots in promoting publicity so that attract the attention of the users.[2] Unlike the other social media, the subject of Snapchat is video-based. Therefore, comparing with the text, the interesting and create video can leave a deep memory for the audience. At the same time, "live stories" allows users to upload videos on the specific activities and events.[3] On the one hand, multi-angle videos show more the live of perspectives and meet the needs of the users. On the other hand, it appeals to more people to use Snapchat and join the events. In term of the marketing process, Snapchat plays the role of attracting attention, inducing interest and stimulating purchase desire for the costumers. In other words, Snapchat plays an important role in digital marketing in combination with AIDA (marketing) model and modern digital technology.[4] This comprised some examples:

  • Sour Patch Kids Campaign: In the summer of 2014, Sour Patch Kids launched on Snapchat and partnered with Vine star Logan Paul.[5] Only few days, more than 120,000 new users on Snapchat followed Sour Patch Kids, 2.3 million snap impressions shot by subscribers and 1,900 mentions of the Snapchat campaign on Twitter.[6]
  • GrubHub's Innovative Campaign: GrubHub hosted 'SnapHunt' in 2014, which was a week-long scavenger hunt. Every day in that week, GrubHub arranged a new challenge for followers and the winner can get $50 in free takeout.[7] In October 2014 GrubHub used Snapchat for recruitment of the summer intern. Through 6 doodle images, GrubHub wanted to find the potential interns who were good at using Snapchat.[8] On 6th November 2017, GrubHub launched a retro-styled game "Food's Here".[9] People could watch the ads on GrubHub's desktop and mobile website as well as on the stories of Snapchat.[10]
  • Netflix's Gilmore Girls Revival Campaign: Netflix got a major branding boost from Snapchat in 2016 was the takeover of 200 local cafes to promote the revival of Gilmore Girls.[11] Netflix recreated Luke's, which was the fictional café from Gilmore Girls. In the meantime, Netflix sent up 10,000 paper coffee cups with the Snapcode to the coffee shops around America and Canada.[12] Users could get the exclusive Gilmore Girls Snapchat Filter by unlocking the Snapcode.
  • Gatorade Lens Campaign: Gatorade came out with an animated filter on Snapchat to be one of the most innovative Super Bowl ads in 2016.[13] The dunk Lens of Gatorade received 165m views on Snapchat, making a ripple effect felt across other social media.[14]
  • The Employer Branding of Cisco Campaign: Since May 2016, Cisco has asked employees to take over its WeAreCisco Snapchat account.[15] Telling stories to the world about current employees by actual employees, developing the authenticity and validity of the employer branding of Cisco and elevating the views of job seekers on Cisco.[16]
  • X-Men: Apocalypse Campaign: 20th Century Fox cooperated with Snapchat to promote new movies 'X-Men: Apocalypse'.[17] Users could use the 'X-Men' filter and share it with friends. Meanwhile, the users could also buy the movie tickets via 'X-Men' video ads, which placed on Snapchat.[18]
  1. ^ "What is Snapchat's place in the marketing mix?". THEDRUM. Rebecca Stewart. Retrieved 17 March 2018.
  2. ^ "Why Snapchat is the next big thing in digital marketing". CIO. Matt Kapko. Retrieved 17 March 2018.
  3. ^ "Surprise: Snapchat's most popular feature isn't snaps anymore". THE VERGE. Ellis Hamburger. Retrieved 17 March 2018.
  4. ^ "Attention, Interest, Desire, Action: Using AIDA for Social Media". MarketingProfs. Sarah Green. Retrieved 17 March 2018.
  5. ^ "Snapchat case study: Candy brand Sour Patch Kids have a sweet year on Snapchat". DIGITAL TRAINING ACADEMY. DIGITAL TRAINING ACADEMY. Retrieved 17 March 2018.
  6. ^ "How 3 Booming Brands Successfully Built Intrigue with SnapChat Marketing". Social Hospitality. Lucas Miller. Retrieved 17 March 2018.
  7. ^ "GRUBHUB ON SNAPCHAT". SHORTY AWARDS. SHORTY AWARDS. Retrieved 17 March 2018.
  8. ^ "GRUBHUB ON SNAPCHAT". SHORTY AWARDS. SHORTY AWARDS. Retrieved 17 March 2018.
  9. ^ "How Grubhub uses Snapchat to target hungry college students". DIGIDAY UK. DIGIDAY UK. Retrieved 17 March 2018.
  10. ^ "Grubhub's new ad is designed like an old-school video game to make you order more food". BUSINESS INSIDER UK. Tanya Dua. Retrieved 17 March 2018.
  11. ^ "Netflix's Gilmore Girls Pop-up Coffee Shops Were a Massive Hit on Snapchat". ADWEEK. Lauren Johnson. Retrieved 18 March 2018.
  12. ^ "netflix: luke's coffee day". alliedexperiential. alliedexperiential. Retrieved 18 March 2018.
  13. ^ "Gatorade's Super Bowl Snapchat filter got 160 million impressions". DIGIDAY UK. Garett Sloane. Retrieved 18 March 2018.
  14. ^ "Gatorade Lens". Snapchat. Snapchat. Retrieved 18 March 2018.
  15. ^ "WEARECISCO SNAPCHAT FOR EMPLOYER BRANDING". SHORTY AWARDS. SHORTY AWARDS. Retrieved 18 March 2018.
  16. ^ "Snapchat account elevates jobseekers' perception of Cisco". PR Daily. PR Daily. Retrieved 18 March 2018.
  17. ^ "Snapchat is letting X-Men fans transform into their favorite characters today". BUSINESS INSIDER UK. Lara O'Reilly. Retrieved 19 March 2018.
  18. ^ "'X-Men: Apocalypse' Takes Over Snapchat Lenses". THE NEW YORK TIMES. KATIE ROGERS. Retrieved 19 March 2018.
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