Dive summary:
- Snapchat, the recently popular app that allows users to send photos for a short period that then self-delete, is becoming a new medium for brands to explore.
- Acura, a Japanese automaker, is encouraging fans to add their brand to Snapchat so they can receive a sneak peak at the new Acura NSX prototype.
- The move is a savvy way to give fans the sense of exclusivity on an announcement that isn't all that secretive; Acura plans to continue to monitor the success of the campaign to see if continuing to use Snapchat makes sense.
From the article:
"To be sure, Acura isn’t the first brand to experiment with the photo-sharing app. New York City frozen yogurt chain 16 Handles has also tried out Snapchat in order to reach its mostly-teenaged customers."
