Dive Brief:
- The new mobile app Incubate: The Time-Delay Messenger launched Monday, with the capability to schedule messages up to 25 years in the future—creating a digital time capsule.
- According to the app's development team, brands are already in talks with Incubate to create advertising opportunities, which could include a smart watch version.
- To promote the app, Incubate has released an apocalyptic-style video spot outlining how the app could be used to send messages from beyond the grave.
Dive Insight:
Messaging apps like Snapchat, Kik, and WhatsApp are very popular right now, with advertisers lining up to take advantage. Incubate brings something to the table that no other apps have, but it's impossible to know if anyone will be using the same apps in 5, 10, or 25 years. Some advertisers could find the appeal of running long-term campaigns appealing, as well as use the platform for new creative tactics.
