Snapchat Movie Talk Is Already on Brands – Agendas – Adweek
Snapchat Movie Talk Is Already on Brands' Agendas
It was only yesterday that Snapchat introduced movie talk, but millennial-minded brands are already drawing up plans to use it.
Karmaloop, a 14-year-old e-commerce brand that brings in $200 million annually, has regularly used Snapchat's photos feature to give its customers a joy, behind-the-scenes look at its company. The brand has even flirted with the social-mobile app's wilder side with sexy pics of its apparel models. The Boston-based digital retailer, which has more than Five,000 Snapchat followers, is brainstorming about employing movie talk to engender brand loyalty among its high-school-aged and twentysomething audience.
It regularly has a presence at music and style events. So while ideas are just now being developed, think "Blessed" pop starlet Pharrell Williams movie talking with Karmaloop fans this summer as a possibility, per Malcolm Gray, Karmaloop's marketing manager. (The singer has an ongoing marketing relationship with the brand.)
"Snapchat lets us take our customers backstage," Gray commented. "It is like we are their cool friend."
Kate Welton, a digital specialist at Karmaloop, added, "When we use Snapchat to showcase them our office, they can see that our lifestyles are like theirs. They can see that we dress like them."
And now, the photos will be moving in real time. To be clear, Snapchat has for some time let users send text messages, pictures and movies to friends that vanish within ten seconds. The messages can be screen-grabbed or saved for posterity—if the recipient is quick. So the movie talk feature differs in that it is live.
Taco Bell—like Karmaloop, a Snapchat marketing pioneer—also sounds like it's put Snapchat movie talk on its interactive marketing agenda. "Our social team is excited about the movie feature on Snapchat and as with all social platforms and fresh features, is ideating around the best way we can use this to engage with our fans on Snapchat," a Yum brands rep said in an email.
Indeed, brands that want to connect with youthfull adults are increasingly testing Snapchat.
Earlier today, Nissan unveiled a "Rail of Your Life" campaign for its Altima model that—in just one part of a multichannel effort—invites consumers to share expressions via Snapchat to display what driving one of the brand's cars feels like to them. The best Snapchat responses—or "snaps," as they are often called by Gen Y users—will be entered for the chance to win prizes such as a PlayStation Four.
Meantime, check out Snapchat's movie ad for its newest feature.