Monday, January 07, 2013

Marketing on Snapchat & Facebook Poke

Regular readers of this blog know that I'm a bit of a sucker for people marketing on new platforms - for example these two early examples of marketing on Foursquare, and this on Instagram.

This is the first bit of marketing I've come across on Snapchat, currently a bit of a flavour of the month.

Snapchat is a photo app that deletes the photo a few seconds after it has been seen by the recipient.  Inevitably some scare stories are already out there, as it could be used to send pictures that you don't want to be saved, for example of body parts.

So - how would brands use this?

One idea that yoghurt chain 16 Handles has had is to use it to deliver coupons, since the coupons will disappear after they are used.

People have to take a picture of friends in a 16 Handles store with some of the yoghurt and then send it to the company within Snapchat.  They then send a coupon back, which the person must open while the server it watching.  The coupon will be for a mystery amount - anything up to 100% off - which is a nice touch.

I think this is clever, but it's a bit fiddly, and not particularly scaleable, since the server has to be trained to recognise the process the coupon on the spot.  Foursquare have suffered from this.

It'll be interesting to see how this one develops.

Update - As Armando Alves has pointed out in the comments, this has also been done with Facebook Poke (effectively a Snapchat copy) by Delta Lingerie, using a video message:

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