1. Grub Hub’s Snapchat Contest
Grub Hub’s Snapchat contest was one of the first that I came across and felt like did a really great job. One of the best things about Snapchat is the ability to scribble and draw all over your shots before you share them. Grub Hub encouraged their followers to create a “food doodle” and send it back for a chance to win. This campaign was fun for their followers, different enough that it felt like a new experience, and had a reward that encouraged followers to participate. Pretty simple and effective!
2. Sour Patch Kids
Sour Patch Kids was smart enough to recognize that one of their largest consumer sets spends their time on Snapchat. Half of the platforms users are between the ages of 13-17. Knowing this, Sour Patch Kids partnered with Vine star, Logan Paul to create a light-hearted, silly, and branded story for their account.
Over the course of 5 days, Logan created a story around the idea of “sour then sweet” featuring a life-sized sour patch kid accompanying him along the way. The collaboration earned Sour Patch Kids 120,000 new followers, more than 6.8M impressions, and over 26,000 screenshots.
3. WWF #TheLastSelfie
I’ve written about #TheLast Selfie before (here), but I couldn’t leave it out of this post because it’s just too good. I think that this may be my favorite Snapchat campaign of 2015 and I can say that for a couple of reasons. Firstly, I didn’t even know that the World Wildlife Foundation had Snapchat, so the fact that this campaign brought their account to my attention, means it did a good job. Secondly, the sheer cleverness of the hashtag and inherent capabilities of Snapchat as a social platform align perfectly.
The Danish branch of WWF used the 10 second snap feature as a parallel to show how quickly endangered animals can become extinct. While the #selfie often gets joked about or superficially praised, WWF decided to take a more sober approach which made everyone’s ears perk and eyes take notice.