1. How Your Business Can
Use Snapchat

2. Who We Are
Rebecca
McCarthy
Community
Manager
BigMarker
Andrew
Bungert
Community
Manager
BigMarker

3. Some Snapchat Facts:
• Founded
in
2011
as
a
class
project
at
Stanford
University.
• In
October
2012,
20
million
snaps
were
sent
per
day.
• In
June
2013,
200
million
snaps
sent
per
day
• Today,
it’s
around
400
million
snaps
sent
per
day.
• That’s
a
1,750%
increase
in
just
one
year.

4. Some brands using Snapchat:
• Lynx
• Taco
Bell
• 16
Handles
• Acura
• Chat
sports
• The
co-­‐operaQve
electrical
• MTV
U.K.
• GrubHub
• Seventeen
Magazine

5. Importance as a marketing tool?
• Snapchat
allows
you
to
avail
of
social
media
markeQng
without
having
to
fight
through
cluWer.
• Drives
exposure.
• Cost
effecQve.
• Creates
a
compelling
markeQng
campaign,
although
other
plaZorms
may
be
required
to
leverage.
• As
a
new
tool,
early
marketers
will
be
in
a
posiQon
to
set
the
tone
and
expectaQons
of
future
campaigns.

6. Potential Uses:
1.
2.
3.
4.
5.
6.
Brand
GamificaQon.
CompeQQons.
Discounts.
Building
Buzz.
Event
promoQon.
Insider
MarkeQng.

7. Does Snapchat Fit Your Demographic?
• EsQmated
400
million
photos
shared
daily.
• Surpassed
the
amount
shared
on
Instagram,
and
now
reportedly
Facebook’s
350
million
/
day
too.
• Most
users
aged
between
13-­‐25
and
growing
amongst
over
40s.
• 80%
of
users
currently
in
the
USA.
• Likely
Snapchat
will
be
moneQzed
soon
aber
rejecQng
Facebook’s
$3B
offer
last
month.

8.
“Real
Value
in
sharing
moments
that
don’t
live
forever.”
-­‐Evan
Spiegel
(co-­‐founder
of
Snapchat)

9. 1. Brand Gamification.
• A
built-­‐in
feature
of
Snapchat.
• Messages
last
1-­‐10
seconds,
so
have
to
be
interpreted
quickly.
• Ideally
built
around
specific
day/event.
• Provide
clues
for
scavenger
hunt
(self-­‐destrucQng).
• Can
be
used
to
take
consumer
to
brand-­‐permanent
desQnaQon.
(website,
Facebook).

10. Rebecca Minkoff:
• Availed
of
Snapchat
coming
up
to
the
release
of
her
Spring
2014
collecQon.
• Felt
consumers
should
get
special
perks
even
if
they
couldn’t
aWend
her
show.
• As
a
treat
and
to
build
excitement
for
fashion
week,
she
SnapchaWed
her
friends
5-­‐10
pictures
of
her
designs
before
they
were
revealed
on
the
runway.
• Just
for
adding
her
on
Snapchat.
• Snaps
come
across
as
being
tailored
just
for
recipient,
which
isn’t
necessarily
the
case.

11. It started with a tweet:

12. Make it exciting.
• You
have
a
maximum
share
Qme
of
ten
seconds.
• Make
the
most
of
your
Qme.
• ‘Add
to
your
story’
opQon.
(Allows
friends
to
view
unlimited
amount
of
Qmes
for
24
hours.)

13. 2. Competitions.
• Fast
ReacQon-­‐
‘Quick
Snap’.
• Immediate
way
to
reach
out
to
interested
consumers.
• Creates
urgency:
Qme
limit
demands
customers’
aWenQon.
Whereas
Facebook
posts
can
sit,
Snapchats
disappear.
• Increases
engagement.
(SQpulaQon
of
entry).
• Treasure
hunts.
• Send
snaps
with
clues.
• Avail
of
other
networks
to
promote.

14. Chat Sports:
• Decided
to
target
their
college
demographic.
• Wanted
to
create
a
stronger
brand
connecQon
with
individuals.
• Prize
was
Qckets
for
a
baseball
game.
• Entrant
had
to
get
5
friends
to
add
Chat
Sports
on
Snapchat.
• Each
had
to
send
a
unique
snap
which
included
the
fan’s
Snapchat
username
and
#gimmeQckets.
• Winner
found
out
about
contest
on
Chat
Sports
website,
where
it
suggested
following
on
Snapchat.

15. Example of one of the images entered:

16. 3. Coupons / Discounts:
• Send
keyword/code.
• Secret
item/discount
available
for
limited
Qme.
• Create
excitement
through
promoQon.
• Insider
markeQng:
send
to
most
loyal
fans.
• 16
Handles
had
a
successful
model.
• One
to
one
engagement
personalizes
relaQonships
with
your
customers.

17. The co-operative electrical issued
coupons through Snapchat.

18. The Co-operative Electrical (U.K.)
• Campaign
was
intended
to
target
students.
• Aber
adding
the
brand,
students
were
sent
a
coupon
that
they
had
8
seconds
to
take
down
to
obtain
a
discount.
• No
filter,
so
technically
anyone
could
receive
a
discount
code

19. Case Study: 16 Handles.

20. 16 Handles:
• Frozen
yogurt
chain.
• Snapchat
a
picture
of
purchase
to
16
Handles
account.
• Coupon
ranging
16%-­‐100%
off
sent
back.
• Had
to
be
used
immediately,
therefore
couldn’t
be
forwarded.
• Created
excitement
by
discount
and
surprise.
• Bonus:
customer
commits
to
sale
before
redeeming
coupon.

21. 4. Building Buzz:
• Preview.
• Movie,
book,
show
release.
• LiWle
sneak-­‐peeks
get
people
excited
for
release
date.
• Sending
to
key
followers
will
ensure
more
exposure.

22. Case Study: Taco Bell

23. Taco Bell:
• Leveraged
Snapchat
campaign
by
tweeQng
special
announcement
they
would
share
with
Snapchat.
• In
May,
announced
“Beefy
Crunch
Burrito”
with
Snapchat.
• Availed
of
Story
Feature-­‐visual
of
friends
hanging
out
at
Taco
Bell.
• Director
of
Social
and
Digital
for
Taco
Bell
Tressie
Lieberman
says
brand
has
been
“blown
away”
by
response.

24. 5. Event / Live show.
• Snaps
of
set-­‐building
/
run
up
to
the
show.
• Backstage
snaps.
• Unique
angles
featuring
arQsts
/
sponsor
or
both.
• Provides
the
recipient
with
sense
of
exclusivity.
• Can
be
seen
as
a
way
to
reward
loyal
fans
/
followers.
• Get
users
to
snap
live
from
the
event
you
host
/
sponsor.
• Allows
you
to
see
how
followers
are
enjoying
themselves.
• Encourages
users
to
share
pictures
on
other
sites.

25. Lynx-Backstage view.
• (Ran
by
TMW
CommunicaQons
agency)
Lynx
asked
followers
to
add
them
48
hours
before
a
launch
event.
• They
then
sent
behind-­‐the-­‐scenes
images
from
their
event
to
around
100
new
Snapchat
friends.
• TMW
reported
it
as
a
Qme-­‐consuming
way
to
communicate
with
fans
and
an
issue
with
unsolicited
images
sQll
been
received
aber
the
event.

26. Can be used for series promotion:
• MTV
U.K.
availed
of
Snapchat
to
promote
a
new
series
of
one
of
their
shows
“Geordie
Shore.”
• Fans
were
sent
sneak
previews
of
what
the
new
season
held.
• Reaffirms
exclusivity.
• Spoke
directly
to
demographic.

27. Sneak Previews:
• Exclusivity.
• Using
the
app
to
showcase
new
products/informaQon.
• Creates
talking
point.
• Generates
brand
excitement.

28. Acura’s Sneak Preview:
• Acura
unveiled
their
NSX
super
car
prototype
with
a
6
second
Snapchat
video.
• The
first
100
users
who
added
Acura_Insider
got
sent
a
video
of
the
car
on
the
track.
• Built
a
layer
of
exclusivity
around
their
product
and
their
Snapchat
communicaQons.
• Excellent
tacQc
when
building
a
following
on
a
new
plaZorm.

29. Acura’s NSX preview:

30. 6. Insider Marketing.
• If
someone
screenshots
a
Snapchat,
sender
is
noQfied.
• Send
Snapchats
to
loyal
fans
/
influencers.
• All
areas
of
business.
• Screenshot
noQficaQon
funcQons
as
a
measurement
tool.
• If
people
take
screenshots,
they
may
share
on
personal
networks
or
redistribute.
• Consider
an
“exclusive”
campaign
as
phase
one,
content
can
be
reposted
at
a
later
date
on
other
social
media
forums.

31. Advantages.
• Allows
you
to
form
personal
connecQon.
(Facebook
/
TwiWer
is
more
public.)
• Can
ulQmately
redirect
back
to
website
or
page.
• Likely
to
receive
responses
quicker,
creates
sense
of
urgency.
• Fans/Followers
market
for
you
as
they
spread
the
word
through
their
personal
accounts
and
to
friends.
• Injects
fun
into
markeQng
campaigns.
• Cost
effecQve.

32. Disadvantages:
• Exact
content
can’t
be
socially
shared.
• EsQmated
‘Vines’
are
shared
half
a
million
Qmes
per
day.
• Demographically
dependent.
• Not
really
suitable
as
a
mass
markeQng
tool.
• Can
be
sent
unsolicited
images
in
return.
• Time
consuming.

33. Contact us:
Please
feel
free
to
email
us
if
you
have
any
quesQons:
rebecca.mccarthy@bigmarker.com
andrew.bungert@bigmarker.com