I have to be brutally honest – I don’t get the appeal of Snapchat. But then again, I don’t belong in the generations they serve; primarily 18-32-year-olds (Gen Y) and 13-17-year-olds (Gen Z). However, after downloading the app and spending some serious time with it last weekend, I am starting to understand its appeal within the event industry – especially for those trying to target the aforementioned generations in a new and interesting way.
Let’s take a closer look at what Snapchat offers and how brands are using it at an event. But remember this – all snaps only last 24 hours – so make sure whatever you do here, can be replicated on other social media channels for long-term sustainability of your message.
What Snapchat Has to Offer
Users can record what is happening at the event and store it under their own story and share it with the public.
The Discover channel is where a combination of snaps, stories, and sponsors converge together. Text stories and ads can be intertwined with the stories.
Sponsors can advertise their Snapchat handle on Snapcode, making the company easier to find. However, some companies are taking this a step further by adding their Snapcode to their giveaway merchandise.
These filters which can cost between $10-$1,000 can be made available for a specific time period and cover an area of 20,000 to 5,000,000 square feet. They can be customized to the interests of the people the sponsor or exhibitor is trying to reach, so when the Snapchat user approaches them, a specific call-to-action will appear on the user’s screen.
How Others Have Used Snapchat
- The Tribeca Film Festival invited contestants to film and submit a comedy skit less than 3 minutes’ long. The winning snap was broadcast on the festival’s Snapchat channel.
- NBC Sports and BuzzFeed used Snapchat to show highlights of the Rio Summer Olympics.
- At South by Southwest, Mashable encouraged users to follow them on the conference app to gain access to a hidden speakeasy, which offered special giveaways.
- MTV news used Snapchat to bring observations and point of view about the Oscars through Live Story by showing movements on the ground in a fun and interesting way.
- The New Orleans Jazz & Heritage Festival allowed brands to reach users through video ads that popped up between user-generated stories.
Is Snapchat Right for your Event?
Even though I don’t fully understand (or possibly appreciate) all that Snapchat has to offer, I can see that it has real traction in the 13-32-year-old market because it is video driven by short, personal stories.
If you haven’t downloaded the app yet, give it a whirl. Worst case, you waste an hour or two trying out an app that might not work for your event demographics. Best case, you have learned about and can now appreciate all Snapchat can bring to your event.
Hartford Technology Rental Supports All Types of Events & Apps
Snapchat runs on a variety of mobile devices including iPad and tablet rentals. If you are unsure which rental tablet is right for your next event, contact us online or give us a call at 888-520-5667 and our experienced staff will help you choose the right set of devices!