Some sport and music brands dipped their toes into SnapChat as a marketing platform in 2013 and it was in June that the curated sports website and app ChatSports become the first sports media company to run a Snapchat campaign.
SnapChat, which has more than 30 million active users and its key demographic is 13 to 23 years-olds, is the ultimate short-term, throwaway messaging platform. It allows users to send images and videos to their friends, but once viewed the messages are deleted forever after 10 seconds or fewer.
Hence its ghost logo.
The idea behind the platform is to share quick, personal, authentic moments with friends and around 400m SnapChat messages are currently received every day – 80% of these are to individuals.
Chat Sports used Snapchat for a MLB ticket giveaway list building campaign targeting high school and college students.
To enter the giveaway, users had to get five friends to add the brand to their contacts list and then send a unique snap with the fan’s username and the hashtag #gimmietickets.
Chat Sports received 150 responses within 48 hours of posting the contest.
Comment
Perhaps unsurprisingly considering its nature, it has a reputation as being used for illicit purposes (eg sexting), so perhaps it’s not surprising that some brands are wary of it as a channel.
Nevertheless, even major advertisers such as Lynx and Absolut clearly feel it has a role to play.
What seems clear is that, despite some brands and several sports properties and sponsors being somewhat wary of SnapChat as a marketing channel, more and more advertisers, sponsors and property owners are going to feel it has a role to play through 2014 and beyond.
Links
ChatSports Website
SnapChat Website
