COP3 - Essay - Snapchat Advertising

Snapchat Advertising 

One of the main points the essay discussed and concludes is the importance of a cross-media campaign be built for each channel. Rather than just applying the same content over the channels, it needs to be created to integrate. To do this effective over the platforms in-depth specific research into the features, current advertising capability, the user experience needs to be considered. The outcome needs to be based on how the consumer engages with each individually,  suit the uses to take advantages of these. 

   

Snapchat was discovered in the research to be one of the main sites the targeted audiences use, on facebook and twitter. Do to this the campaign needs to cover this site, indepth and take advantage of its features.

 OBJECTS, PICK THE ONES THAT FITS

 DIFFERENT WAY TO ADVERTISE

AUDIENCE TARGETING METHODS SIMILAR TO FACEBOOK

FEATURES OF SNAP CHAT -

LENSES

These apply to users faces, these move with the user and allows them to apply imager to their faces then share this with their friends/followers.

-visual based

-allows audience engagement 

-allows the audience to be part of the brand

-lighthearted/fun to engage with

-applies images/alteration to users faces

-direct use

-allows the audience to be part of the campaign, apply the campaign to their face

-interactive/moving image

FILTERS

Lenses are interactive, they allow the user to apply it to their face then capture the image, whereas filter applies to already taken images. This often related to a place, time or event, the user can apply the filter to this image to show the connection to the event. The can be made to fit an intended area, only those in that area can apply them or can be created to be applied worldwide.

-flat image/design

-applied to an already created image

-allows users to group their images with an event/place

-can be edited for different places

-creatively designed

-brands an image

-set layout/placement/size

STICKERS

The sticker is an image feature of the snapshot, as with the filters the user can apply the stickers to an already taken image only. These are designed to apply to the image without a background, they can also be changed shape/size/placed wherever the user intends.  The difference between the stickers and filters is there is a wider range of stickers, they have more design control with the placement and size of stickers, also these are shared worldwide not in one area. 

use -

-bight colors
-simple flat images
-works small
-links to pop culture/common language on these sites
-sets created
-designed to be colorful/stand out
-high-quality image
-no responcive
-applied over a taken image 

SUCCESSFUL CAMPAIGNS -

Taco Bell – Cinco de Mayo

Taco Bell got a lot of press when they created a filter for Cinco de Mayo

'The filter performed extremely well. It was viewed 224 Million times. That’s an absolutely incredible number. They paid an estimated $750,000 for 24 hours of that filter. That works out to be 0.3 cents per view. Not three cents. Three tenths of one cent! That’s insane. It paid off though. People thoroughly enjoyed playing with the filter and it surely helped increase Taco Bell’s sales'

-CREATED A INTERESTING FILTER, INCLUDED LOGO, GOT IT SHARED, RAISED BRAND AWARENESS
-MATCHED BRANDS TONES/PLAYFUL
-TARGETED THE YOUNGER AUDIENCE
-FIT WITH THE NATURE OF THE APP
- POST ABOUT IT OVER OVER SOCIAL MEDIA/CROSS PLATFORMS

X-Men: Apocalypse – Movie Promotion

X-Men did a massive takeover on May 23, to help promote the release of the new X-Men: Apocalypse movie. They didn’t just create one sponsored filter, they created ALL of them. Every filter, for the entire day on Snapchat, was related to X-Men. Analytics haven’t been released yet, but if their numbers mirror those of Taco Bell, they would have received around 1.5 Billion views!

-CREATE A RANGE OF FILTERS, USERS SHARED ALL THE DIFFERENT ONES, SHARE LOGO WITH THE IMAGES
-include logo so when shared with the brand too
-fit the benefit of the site with the movie/the characters
-made it more interactive than normal, gives a choice
-gives the consumer more choice, whilst appealing to a larger audience
-more personal to the consumer
-more changes to share could share with each character, rather than just once

Sphero from Star Wars – Toy Launch

Star Wars utilized influencers on Snapchat to promote their new toy, Sphero, during the holiday season. One of the influencers they worked with, Shaun McBride, gets 2 million Snapchat views every day. According to the Wall Street Journal, the toy sold out in a matter of hours and their campaign got 10 million views. 

https://youtu.be/g0edK5jRBwk

 -USED A INFLUENCER TO SHARE CONTENT ON THEIR PROFILES, SEEN BY A LARGER AUDIENCE OF THEIR FOLLOWERS
-USE INFLUENCERS ON THIS SITE TOO

Terminator: Genisys – Movie Promotion

To promote the release of the new Terminator movie last year, a custom filter was created. Users were able to overlay the filter onto themselves or their pets. Smartly, Arnold Schwarzenegger also promoted this on Facebook. His Facebook post about the custom Snapchat filter received 3,000 shares and 55,000 likes. Cross-promoting onto other platforms is a good way to increase your organic reach with not much extra effort.

-CROSS-PLATFORM ADVERTISING WORKS WELL
-CELEBRITY PROMOTION
-CELEBRITY THAT LINKS