A summary of PSFK’s annual Future of Retail report, some interesting stuff in here if you havent seen it already
So what is Snapchat?
Snapchat is a social photo app that allows users to send photos and videos up to ten seconds to a friend before the file self-destructs. Never to be seen again. Yeh – its like the mission impossible app!
So how can your brand use it?
Well in one of their handy e-books HubSpot suggest the following uses:
- Send discounts and coupons
- Host a contest
- Go behind the scenes at your company
- Sneak peak new products
What are the risks?
Snapchat has been criticised for encouraging sexting and despite message self destructing people have been saving images and sharing them on other social networks (i’ll let you google image search this one yourself!). Brands like Karmaloop are active on the platform and Megan Knisely, Karmaloop’s marketing director, said she’s willing to let her brand occasionally show a little skin to get the attention “Our snaps are not for the faint of heart—you got to be ready for a little bit of boobs and butt,”. Taco Bell are also active on the site, but they aren’t going the boobs and butts route.
So snapchat is all about the moment, so its there and gone, but recently they introduced Stories. Stories allows you to add a “snap” to a feed for 24 hours before it vanishes. This clearly seems like a move that will help them monetize the platform and get more brands on board, but is it not a change in direction. I wonder will this impact the platforms popularity?
So what now?
Snapchat is certainly one to watch. But when we are looking at your resources and allocation of budgets, unless you are in the Taco Bell, Coca Cola (global brand, big spend space) this is probably all it is for now – one to watch. If you are a big brand in an emerging snapchat market, there could be merit in talking to them about a campaign that could get you a first mover/early adopter advantage.
So Ryanair has joined twitter and while I don’t claim to know their strategy they have set thir stall out pretty early. Launching the account they made it clear that they are not there to listen to complaints – essentially saying they have too many customers, and to the more cynical of us they are possibly saying they have too many complaints!
So Ryanair is on twitter for one reason (it seems) and that’s to sell us stuff!
And while there is nothing wrong with that as such, I would always suggest to brands that twitter should be about doing more than that. Customer care is a place a lot of service brands tend to go but there is more you can do.
A great example, bizarrely, is the Irish police Garda twitter account. They have shown fantastic personality and sense of humour on twitter
O2 in the UK had this funny “Ghetto Slang Exchange” recently
Here is another one from the USA between IHop and Simon Dumenco (seen on adage)
So Ryanair are clearly recognising that twitter is a channel they canno longer ignore, good news for twitter advocates as it shows the power of the platform, and I imagine we will see a lot more promoted tweets from them.
But is that enough?
In my view its not, so I hope Ryanair plan to do more, maybe get us behind the scenes at the airline and show us they actually can be likeable (even if they don’t really want to hear about your complaints!). This early tweet suggests they might be ready to have some fun, lets hope so
I read this on .rising this morning (a great resource). Its another bid of advertising innovation, this time using live Tweets in a TV ad. .rising explain it really well and there is (a slightly annoying) video that shows it in action.
In a bid to connect the often separate worlds of TV and online advertising, an innovative ad created by Coca-Cola and aired in Romania used software that allowed a TV advert to air live tweets by viewers while it was playing.
As the video below explains, Coke’s spring campaign in the European country looked to address the fact that 60% of people in the country prefer to sit in front of the TV instead of eat their meals together. Inviting them to share a Coke and eat a meal with others who may also be eating alone, viewers were asked to tweet with the hashtag #LetsEatTogether.
Ad agency MRM Worldwide in Romania then quickly edited the tweets that would flow in, selecting five to seven to be included in each ad placement.
The campaign, which took place in spring, made it to the national evening news, and saw Coke’s Romanian followers increase by an impressive 15%.
Nir Refuah of MRM highlighted the fact that the integrated media drove excitement for the campaign, saying: “It made people actually wait for the ad. How often does that happen?”
Innovation in advertising ensures viewers view brands as fun, fresh and interesting. By interacting with Twitter followers and getting them involved in Coke’s conversation, the drinks company managed to improve the reputation of its brand in the area and, hopefully for the company, help ensure people got together to eat, tweet and drink a coke in the process! Smart campaigning, indeed.
Milka have taken the age old Last Rolo idea and created a campaign for the digital age of sharing. What must Rolo be thinking!
Red Bull and adventure go hand in hand. They always seem to find different ways to express the link. This latest execution has resulted in some amazing photography – Below are just 3 of the shots that made the top 250! Go see more here – Red Bull Illume
More Twitter news!!
Twitter have unveiled a new Conversations feature. A vertical blue line that that connects conversations. Up to now Tweets appeared in a reverse chronological order. To follow deeper threads, Twitter includes a clickable link to instantly “view replies.” The advantage of this move, according to Brian Solis is around the longevity of tweets, he says
“If the lifespan of a Tweet meme is minutes, conversations theoretically would introduce longevity into the mix thus keeping people engaged in micro conversations within the greater real-time conversation.”