Dive Brief: 

• BMW is launching a social media and website campaign inspired by Snapchat to attract younger drivers. 
• The branded "Snowchat" site features a snow-covered BMW window that users can write disappearing messages. 
• Users can share their message via social media, and when that link is clicked the custom message appears and this disappears after five seconds. 

Dive Insight: 

BMW isn't necessarily a brand that Snapchat users would be naturally drawn to, but the Snowchat messages could help the brand reach a broader audience. The brand is at least trying to speak the right language in order to reach a younger audience. Whether or not BMW's audience will utilize the messaging site is yet to be seen.