Tag: snapchat

Snapchat Teamed Up With The NFL To Sell Ads In Super Bowl Live Story

Posted on by Lab Team

What Happened
Snapchat has sold out the ad spots in its Live Story for the upcoming Super Bowl, with Marriott, Budweiser, Pepsi, and Amazon on board as sponsors. Video ads from these sponsors will run amid the Super Bowl Live Story, which gains its content from a content partnership that Snapchat inked with the NFL in September. As part of the deal, the ad revenue will be split between the NFL and Snapchat, who missed out on last year’s Super Bowl when it sought a single brand to sponsor its Live Story for $1.77 million.

What Brands Need To Do
Through this NFL deal, Snapchat shows it is getting serious on buffing up its content offerings and turning its vast user base into a monetizable audience. For brands that wish to reach young millennials and centennials, Snapchat is a platform that should be taken into consideration. Besides Live Stories, brands can engage with Snapchat users by posting their own content or purchasing video ads in its Discover channels.

 

Source: Digiday

How Burberry Tripled Its Base Of Mobile Shoppers

Posted on by Lab Team

What Happened
Burberry has been embracing digital channels with a bullish strategy, and its effort is starting to pay off. The British luxury retailer retooled its online store to be more mobile-friendly and built a frictionless checkout and payment process. Those changes helped it triple its base of mobile shoppers since the site relaunched at the end of 2014, with online and mobile sales doubling their share of the company’s revenue in the past year.

Moreover, Burberry has been eagerly experimenting with new mobile platforms to reach younger consumers. It debuted its Spring/Summer 2016 collection on Snapchat, became the first brand to have a branded channel on Apple Music, and partnered with messaging app Line in Japan to court shoppers with branded stickers.

What Brands Need To Do
Burberry’s success shows the importance of building a frictionless online shopping experience and engaging today’s consumers on the popular mobile platforms with branded content. More retail brands should take some cues from Burberry and revamp their mobile strategy to cater to today’s mobile-first consumers.

 

Source: Digiday

Why Sprite Is Putting Snapchat’s “Snapcodes” On Its Cans

Posted on by Lab Team

What Happened
Sprite is experimenting with an interesting way to market on Snapchat in Brazil, with the help of IPG Mediabrands agency Cubocc. Instead of going the traditional route of advertising on Snapchat’s ad-supported Discover channels, the soda brand opts to put Snapcodes, the QR-code that Snapchat generates for its users to help them grow followers, on Sprite cans, in hopes of getting the attention of Snapchat users.

To kick off the campaign, Sprite handpicked 15 local Snapchat influencers to create Sprite-themed “Snaps” and have their Snapcodes printed on cans. The Coca-Cola-owned brand is encouraging consumers to submit their Snapcodes via a microsite for the chance to be featured on limited edition cans of Sprite. Since its launch, the featured influencers’ snaps have amassed over 1 million views.

What Brands Need To Do
While Snapchat is still looking to ramp up the ad revenues on its Discover channels, Sprite’s approach here presents a new way to leverage Snapchat’s popularity among the coveted Millennial and Gen Z demographics to increase brand awareness. By incentivizing Snapchat influencers with the promise of reaching more followers, Sprite is essentially getting those influencers to do native content marketing for free. Other brands with similar marketing efforts can learn a thing or two from Sprite’s experimental approach to Snapchat and the way it ties the digital components of its campaign to its physical product.

 

Source: AdWeek

Header image courtesy of Sprite’s promotional video on YouTube

Snapchat To Sell Branded Selfie Lenses

Posted on by Lab Team

What Happened
Snapchat is reportedly considering monetizing one of its most recent additions to the app – the selfie lenses, which let users add fun special-effect overlays to their selfies. The popular messaging app is said to be pitching brands sponsored selfie lenses for as much as $750,000 for one day. Similarly, Snapchat recently launched Sponsored Geofilters, allowing brands like McDonald’s to offer customers near one of its stores a unique branded filter to use on their snaps.

What Brands Need To Do
Sponsored lenses represent a new kind of native advertising that is more interactive and engaging than traditional ads. While the Sponsored Geofilters can feel a bit tacked on to the photos, the Sponsored Lenses overlay on the sender’s face, making them unique and intimate. For Snapchat, this is potentially a new revenue stream, and another great native ad units for advertisers and brands to buy to reach young millennial consumers.

 

Source: TechCrunch

Snapchat Gets NFL, Burberry, And Goldman Sachs On Board

Posted on by Lab Team

What Happened
Snapchat is having a good week as it welcomes three new brands on board. The popular messaging app just signed the National Football League as a formal partner to bring photos and videos from games into its Live Stories feature. As part of this one-year deal, Snapchat will create a story for each game leading to this year’s Super Bowl, sell ads in these stories, and split revenue with NFL. Besides helping NFL reach younger audiences, Snapchat is also hosting a runway show for Burberry to launch new clothing lines via Live Stories. Moreover, Goldman Sachs is turning to Snapchat’s Campus Stories channel to target college students with short video ads.

What Brands Should Do
From sports to fashion to banking, Snapchat’s new partners come from diverse industry verticals, which demonstrates its versatility as an emerging media channel. Brands that seek to reach mobile consumers, especially those in younger generations, need to consider putting their content on Snapchat.

 

Source: AdWeek

How Brands Are Using “Snapcodes” To Attract Followers

Posted on by Lab Team

What Happened
Several digital publishers including The Huffington Post and The Daily Dot have replaced their usual Twitter profile pictures with “Snapcodes,” an account-specific icon generated by Snapchat that doubles as a scannable QR code for easier following. Snapchat users usually find people to follow through phone numbers in their address books, so this offers a good alternative for brand accounts that aren’t typically tied to a phone number. Previously, users would have to know the username and manually search for the brands’ Snapchat accounts in order to follow them.

What Brands Should Do
For brands looking to connect with today’s young audience, utilizing Snapcode on other social media channels to build a following on Snapchat would be a good place to start. More importantly, brands should learn to leverage their social media presence into building a fanbase on new emerging platforms, such as Snapchat and other messaging apps, where today’s consumers are spending more and more time in.

 

Source: Marketing Land

Header image courtesy of Huffington Post’s Twitter Page

How Snapchat Revived Its Discover Content Channel

Posted on by Lab Team

What Happened
Partners of Snapchat’s Discover content channel are reporting quite positive results since the popular messaging app revamped its layout two week ago to give Discover content to give Discover content more, ahem, discoverability, as well as, adding a shareable feature to Discover content. Snapchat claims that half of its 100 million daily users visited the Discover section in the past month, while publisher partners like Daily Mail and Hearst also reported huge spikes in views and engagement. Discover, which launched with 11 media publishers in January, hasn’t yet lived up to the expectations of some partners around traffic and ad revenue. It was under fire earlier this year for overcharging for its ads, and the company quickly dropped its ad price to a much more reasonable two cents per view.

What Brands Should Do
With the revamped Discover section seemingly delivering the good results that Snapchat had hoped for, it could be a good time for brands and advertisers, especially those seeking to reach the younger audiences, to consider looking into Snapchat’s content channel and its ad units.

 

Source: Digiday

Snapchat Debuts “Tap To View” And “Add Nearby”

Posted on by Lab Team

Read original story on: The Verge

Back in May, Snapchat CEO hinted at retiring “pressing down to view”, a staple feature for the popular messaging app besides overlaying texts and disappearing photos. Now with the updated app rolling out this week for iOS and Android, Snapchat user no longer need to hold a finger down to view snaps and Stories. Instead, a simple tap will now start video playback.

Moreover, the new update also brings a new “Add Nearby” feature that will let users to add fellow Snapchatters in near proximity as friends. While not entirely original, as other messaging apps such as WeChat have had similar features for a while, this is still a very savvy move for Snapchat to grow its user base. With more and more brands starting to make good use of the location-sensitive features on Snapchat, it makes perfect sense for Snapchat to do the same.

Toyota Gets Local With Geo-Targeted Snapchat Ads

Posted on by Lab Team

Read original story on: AdAge

Toyota is getting on Snapchat, marking the first time ever an automotive brand has utilized the popular messaging app’s geo-targeting ad format. As a latest evolution of its “Let’s Go Places” campaign, the carmaker is targeting Snapchat users in the great Los Angeles area, who will soon start seeing promoted video ads with city-specific content inside Snapchat’s localized Live Story feed, a new feature debuted earlier this year.

Of course, Toyota is not first brand to tap into Snapchat’s localized ad offers. Last week, McDonald’s started offering location-activated Geo-filters for users visiting the 14,000 McDonald’s stores across the States. As Snapchat and other messaging apps start leveraging their mobile-first nature and resulting location-awareness into sophisticated ad formats, we expect to see more brands to get on board.

McDonald’s Debuts The First Branded Geofilter On Snapchat

Posted on by Lab Team

Read original story on: TechCrunch

We reported last summer when popular messaging app Snapchat added a new location-sensitive Geofilter feature and pointed out its great potential for brand integration. Now, almost an year since the debut of the feature, Snapchat is finally turning it into an ad unit, with McDonald’s on board as the first brand to offer special Geofilter for Snapchatters in at any of the over 14,000 McDonald’s stores across the States. As Snapchat continues to expand its platform and diversify its ad offerings, we expect to see more integration like this to pop up for brands to explore.