Dive summary:
- Clothing e-tailer Karmaloop is using popular sharing app Snapchat to help promote their brand; the retailer isn't afraid to embrace the sometimes raunchy culture of the app by sending mild nudity to users.
- Snapchat's 8 million users and younger demographics are attractive to brands like Karmaloop and Taco Bell (whose messages are a different kind of saucy), as these brands are trying to reach college-aged kids abandoning Facebook because of their parents.
- Besides provocative pics, Karmaloop sends its over 2,000 Snapchat friends product shots for new clothing lines and plans to test out Snapchat-exclusive coupon codes this month.
From the article:
"Snapchat is quickly becoming a part of the social media outlay for marketers pitching everything from $3 burritos to $300 laptops. The reason: College kids are fleeing their parents’ beloved Facebook in droves. It’s too soon to tell if the pitches are working, and the practice raises the question of whether users of the app will welcome the brands on the very personal app (not to mention many Snapchat users are too young for certain kinds of ads)."
