Opinions: 

Travel Tech

Snapchat is becoming an increasingly influential and important social media platform. The video messaging application created by Evan Spiegel, Bobby Murphy, and Reggie Brown, and further developed by Stanford University students was released in September, 2011, and has built up a massive reputation in little over three years.

It was originally envisaged that Snapchat would be very much a platform for everyday chat and communication, but it has quickly grown into a way that brands can advertise. But making the most of Snapchat is not necessarily easy, with knowledge about this relatively new social platform in considerably shorter supply than the much more prominent Facebook and Twitter.

So here are a few examples of companies that have recently made the most of Snapchat as a commercial platform.

Taco Bell

Taco Bell is a renowned fast food outlet in the United States, where it has a significant reputation, despite having virtually no presence at all in Europe. Taco Bell serves more than 2 billion customers each year in more than 6,500 restaurants, and is ranked as the sixth largest fast food chain in the Unites States.

In order to build its social platform, Taco Bell has attempted to follow its fans to the most active social sites. This process ultimately led them to Snapchat, and the company has since utilised the social media network in order to introduce popular new items to its menu. Taco Bell has also utilised Snapchat to engage in witty interactions with its customers through its Snapchat Stories.

The activity of Taco Bell on Snapchat indicates that it is possible to attract new customers to the restaurant to try the latest products via this platform, or simply engage existing customers via absorbing content.

GrubHub

GrubHub is a mobile and online food-ordering company that connects diners and corporate businesses with thousands of takeout restaurants in more than 700 U.S. cities and London. This growing band has utilised Snapchat in an extremely original way in order to enhance its restaurant delivery service.

GrubHub sends customers special updates and deals directly, but these are often exclusive to Snapchat. This helps keep fans of the brand engaged with its content, and also often leads to them spreading the word about the Snapchat service offered by the company.

Additionally, the brand has also used the platform innovatively as a way to recruit staff, even advertising for a Snapchat-savvy intern for its marketing department. In order to land this particular position, the individual in question was asked to create a striking doodle in order to qualify for an interview with the company.

GrubHub has clearly made the most of Snapchat to connect with both customers and staff.

Wet Seal

Wet Seal is a young women's clothing retailer headquartered in Foothill Ranch, California. It carries low, budget or economy priced brand name and company-designed apparel and accessories. The company has particularly emphasised photographic content of its ranges via Snapchat, but has also found a way to utilise the social platform in an original and unique way.

Wet Seal partnered up with MissMeghanMakeup, a YouTube beauty blogger with over 320,000 subscribers on the massively popular video site, in order to enable the company to tap into a key demographic. Backed by her large audience, Wet Seal was able to reach a much larger group of people, and consequently was honoured with the Shorty Award for “Best Brand on Snapchat”.

This underlines that Snapchat is an excellent way to identify and reach a key demographic, and this can be done in innovative and interesting ways.

McDonald’s

McDonald's is a company that needs no introduction, but the fast food giant has been faced with a few challenges in recent years. Although the corporation recovered from a wave of rather negative publicity in the early years of the century, its sales have been down recently as people become more interested in healthy eating.

Nonetheless, McDonald's is a massively significant corporation, and by far the biggest fast food company on the planet, so it is always worth paying attention to the way that the company markets itself. It is interesting then that McDonald's particularly targeted customers during the Super Bowl, timing the posts made on the subject skilfully to ensure the maximum audience impact.

This illustrates an absolutely key aspect of Snapchat; its instantaneous nature. Snapchat lives in the here and now, and being in touch with an audience on this social media platform can enable you to target them with the right message at exactly the right time.

HBO ‘Girls’

Finally, the HBO series ‘Girls’ also reached out via Snapchat in an original way, giving viewers glimpses of upcoming episodes via the social media platform. Although this is a major television programme on a vast cable network, this approach will work equally well with smaller productions as well.

Snapchat lends itself perfectly to timely reminders, promotions and deals, and it is the perfect platform to offer exclusive content to reel in potential customers. As the social media platform continues to grow, businesses in the travel industry would be well advised to think about ways that they can target customers with this innovative and user-oriented social platform.

Discussion

comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge