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.

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.

mcdonalds snap chat

“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.

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