In yesteryear, the term Kodak Moment was a synonym for a memory captured for posterity. Nowadays, you are more likely to hear the word Snapchat – denoting a moment captured for 1 to 10 seconds. On first hearing about the app, I must admit that my mind raced to its, let’s say, more subversive qualities. Yes, naked selfies may be Snapchat’s rasion d’etre, but (like a sneaky screenshot) Snapchat seems to have outlived its 10 seconds of fame. Like anything in pop culture sprung from grassroots popularity, big brands have been quick to commandeer it. Hereafter, three snaphappy multinational companies that are not afraid to get chatty…
The relationship between Snapchat and Geordie Shore is not exactly surprising. While most brands’ engagement with the app comes across as a marriage of convenience, MTV and Snapchat seem like a match made in heaven. Both contain adult content, nude scenes, and a certain lack of depth. While Forbes may advocate Snapchat as a marketing tool to “connect with a buyer,” our willingness to get intimate with the likes of Gaz and Charlotte remains questionable. For those wanting to get up close and extremely personal with the reality stars, MTV snaps exclusive footage of the cast in action.
The world’s dominant fast food chain was quick to get on the fast advertising bandwagon. With big budget “stories” starring Lebron James, is it possible that the entertainment value is inverse to the nutritional value of a Big Mac? McDonald’s shiny production raised the standard for Snapchat marketing and brands like Taco Bell were quick to follow in their clown-sized footsteps.
The designer’s use of Snapchat represents an amalgam of high and popular culture that would make Andy Warhol proud. Minkoff’s PR team harnessed the ephemeral nature of the app to take the concept of a sneak peek to a new level. The brand turned the accessibility of the app on its head to lend an air of exclusivity to their snaps – revealing glimpses of the designs before they hit the runway at NYFW. No word yet on whether Anna Wintour approves.
Is Snapchat a symptom of the collective consciousness’ diminishing attention span? Perhaps. But it is also a sign of the sheer volume of media we are bombarded with on a daily basis. In this media landscape, maybe companies only need a 1 to 10 second opening to cut through to the consumer. For this reason, the Snapchat phenomenon seems to only be getting bigger. That, and the fact that human capacity for hilarious selfies is infinite.
What are your thoughts on companies using Snapchat? Let us know in the comments below or tweet us @ViewTheVibe.