Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
The latest brand to join the ephemeral messaging service, Snapchat, is none other than fast food giant, McDonald’s. In signing on, the burger chain joins a growing list of companies like Taco Bell, American Apparel, Juicy Couture, and even Bloomberg’s Businessweek.
Are you following the action on @Snapchat? Add us! Username: mcdonalds
— McDonald’s (@McDonalds) February 25, 2014
Snapchat boasts more than 350 million active users, makes sense for brands looking to go after the young mobile demographic — an estimated 77 percent of its college-aged users use the app daily. Although the platform doesn’t have basic tracking tools or a concrete way for brands to measure engagement yet, some brands have found the app useful for revealing sneak peeks to users. Juicy Couture, for example, sent out snaps of their spring campaign.
One of McDonald’s first Snapchats looked like a mix of shots through a PlayPlace tunnel and behind-the-scenes footage of a filmset. Hand scrawled text throughout the chat reads, “Best of the best!” Keep trying, guys.
“In this initial mode, we’ve gotten several thousand followers in a couple days,” Rick Wion, director of social media for McDonald’s, told Mashable recently. “We think it’s a good sign that this has long term viability.” McDonald’s currently has 2,200,000 followers on Twitter, and more than 30,000,000 on Facebook.
Digiday reached out to McDonald’s for comment on their plans for Snapchat, but has yet to receive a response.
More in Marketing
Mars wants to future proof impulse buys as AI is poised to take over more grocery runs
Mars readies for AI grocery agents by chasing LLM visibility and immersive stores as impulse buys shift. See what’s at stake.
TikTok Shop launches a paid premium tier for 1M of its top U.S. shoppers
TikTok Shop is offering the shopping service to more than 1 million people it has identified as its most loyal U.S. customers.
OpenAI’s new business agents give brands a free way into the conversation it’s also selling as an ad
OpenAI is giving brands a free route into ChatGPT conversations through business agents, but keeping control of the data and recommendations.