What Happened
Snapchat is offering brands a new way to engage with consumers in the real world as it debuts an ad format called Snap to Unlock. Brands can work with Snapchat to create branded “Snapcodes,” QR codes shaped like the Snapchat logo, to put on billboards, on products, or in stores for interested customers to scan to gain access to extra content. Universal Pictures is among the first to test this new ad unit to promote its new movie The Girl On the Train.
In related news, brands can now use Snaplytics, a social analytics startup dedicated to Snapchat, to identify and track how their influencer campaigns are doing by using their new Influencer Tracking Platform. The tool is designed to provide marketers with data on how many Snapchat users saw an influencer ad and for how long, helping brands to adjust their campaigns accordingly.
What Brands Need To Do
Both products should be of great use to brands trying to reach customers on Snapchat in ways besides conventional video ads. Snap To Unlock offers brands a chance to bring mobile-based interactivity to their out-of-home campaigns or product packaging, and Snaplytics’ Influencer Tracking Platform provides brands with a measurement tool to better understand their sponsored influencer content performance.
