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Snapchat generated headlines again this week by announcing the addition of Chat, a feature that allows users to text and video message in real-time. As Snapchat continues to grow and evolve, so does its user base of brands that are engaging with fans through the app. Here are five creative examples of how companies and organizations are using Snapchat to inspire your marketing efforts:
1) World Wildlife Fund’s #LastSelfie Snapchat Campaign Raises Awareness About Endangered Species
Inspired by the disappearing nature of content on Snapchat, the World Wildlife Fund in Denmark and Turkey have launched the #LastSelfie campaign. Created by Grey Group ad agencies, 41?29! in Turkey and Uncle Grey in Denmark, the #LastSelfie Snaps are meant to symbolize the diminishing population of different endangered species. According to the World Wildlife Fund, “The emphasis of this new campaign is to underline that if we don’t take action in real life, these species will disappear for real.”
2) The NBA Generates Excitement for Kevin Durant’s MVP Announcement via Snapchat
To add to the awareness and excitement over Kevin Durant’s Most Valuable Player award this week, the NBA leveraged the Snapchat Stories feature. In a three photo story, the NBA created a story to encourage fans to tune in on real time on NBATV.com and NBA.com as Kevin accepted the award.
3) GrubHub Uses Snapchat to Find a Summer Intern
GrubHub.com, an online food ordering company, is using Snapchat this week to look for an intern with “Snapchat Skillz.” Using the Snapchat Stories feature, GrubHub posted a six image photo slideshow explaining how interested candidates can apply until May 9th with a snap of their best doodle.
4) Audi Partners with The Onion to Snapchat the Superbowl Live
During Superbowl XLVIII, Audi turned to a strategic partnership with Snapchat and The Onion to raise awareness with the Millennial demographic . With the help of its agency-of-record, Huge and Onion Labs, the in-house creative services division of The Onion, humorous photos and captions were created in line with typical behavior people – or their pets – may exhibit during the game. The end results are pretty funny and grew Audi’s Snapchat following by more than 5,500 over the course of the game, reportedly one of the larger spikes Snapchat has ever seen.
— B. Scott Smith (@ScottSmithSonic) February 3, 2014
5) NARS Uses Snapchat to Release Preview of New Collection
Cosmetics company NARS used the Snapchat to release a preview of its upcoming Guy Bourdin color cosmetics collection. Cross-promoted on the company’s @NARSissist Twitter and Instagram accounts leading into the big reveal, only individuals who added NARSissist as a friend on Snapchat before 12:00 p.m. EST on September 24th had access to the preview content. The exclusivity and opportunity to send personalized content for a limited time only made Snapchat the perfect forum for this announcement.
These examples provide more insight into how brands could use Snapchat’s new Chat feature. From communicating exclusive behind-the-scenes content, to a surprise Chat session with a celebrity, a Chat video interview with a potential intern, or a special preview of a new product for super fans, handing a customer service issue, there are a lot of possibilities. The challenge and opportunity for brands will be to determine what these exclusive, real-time moments are.
What’s your favorite company on Snapchat? Share it in a comment below!