There were two notable Snapchat campaigns in July as MTV and Calvin Klein both used the network to generate buzz around new announcements.
MTV encouraged its social communities to add it on Snapchat in order to receive a message listing the 2014 VMA nominations.
Details of the nominees were sent out via eight 10-second Snapchat videos, which is a relevant and effective way of creating a bit of excitement among MTV’s target demographic.
Calvin Klein is using Snapchat as part of a broader campaign to celebrate the 20th anniversary of CK One.
The campaign also involves TV, print, and other social channels including Tumblr.
There’s no word on what type of content will be sent via Snapchat, but this video puts the emphasis on selfies so Calvin Klein’s followers will probably receive photos and videos of young, thin models.
Technically this video was posted at the end of June, but let’s not argue about a couple of days.
The #LikeAGirl campaign from Always is aimed at undermining negative gender stereotypes and redefining what it means to do something ‘like a girl’.
In the video, older girls are shown to believe in negative gender stereotypes while young girls have a more positive view.
At more than three minutes in length the video is longer than your average viral hit, yet it has racked up more than 44m views in the past month.
You may think this is less a campaign and more just a cash giveaway, and you’d probably be right.
But I quite liked it as a simple way of generating some short-term excitement around New Look’s social accounts.
— New Look Retailers (@NewLookFashion) July 19, 2014
New Look’s Twitter and Instagram followers had to keep their eyes open for images containing these cat ears, then post a comment using the hashtag #FashFestFun.
The first person to comment was given a £50 gift voucher. Simple, yet effective.
The hashtag was also used to tie together much of the retailer’s summer fashion content.
To announce the move back to a traditional stripe pattern on their kit for the new Premier League season, Southampton hosted a treasure hunt around the city to give fans the chance to win a new shirt before they went on general sale.
Hundreds of footballs were hidden in different locations, details of which were then shared on Twitter, Snapchat and Facebook.
Fans who found one of the balls had to post a selfie using the hashtag #EarnYourStripes to be entered into a prize draw for one of the kits.
Some of the players also posted pictures of themselves with the new kit using the hashtag.
— Southampton FC (@SouthamptonFC) July 12, 2014
I think this is a really innovative way of revealing the new kit while keeping the club connected to the local community.
Another very simple idea, this time from restaurant chain Leon offering customers a buy-one-get-one-free deal to celebrate the company’s birthday.
Followers had to retweet the promotional offer then show it to the cashier to receive a free brownie with any other purchase.
It’s a relatively cheap and easy way of both encouraging retweets and driving footfall in-store.
Today, get a Better Brownie, our treat, when you buy absolutely anything else. Just show this RT. #leonbirthdaypresents
— LEON (@leonrestaurants) July 18, 2014
In August Emirates Airline is due to add Chicago as its ninth US destination, so to celebrate it is running a social competition to allow the city’s inhabitants to win a trip to Dubai.
Here’s how it works:
- Emirates will take a picture in Dubai of one of the letters from the word ‘hello’. This will then be shared on Instagram, Twitter and Facebook.
- Chicagoans have to respond by taking a picture of the same letter from a location in their own city, then uploading it via Twitter, Instagram or the competition website.
The best entries all be collated into a video at the end of the five-week #HelloChicago campaign.
A spokesman for Emirates told Clickz that it had hundreds of responses on the day the competition launched, with Instagram proving to be the most popular channel.
This catchy little number written to promote World Hepatitis Day has become a viral hit, achieving almost 500,000 views in a little over two weeks.
It’s a jaunty song that raises awareness of the danger of hepatitis, which is the world’s eighth biggest killer.
At the end of the video the band members hold up little cards so viewers can access the campaign website.