Obviously, 16 Handles could have run a standard promo in which it sent a coupon in return for a photo. Jarrod Walpert, director of marketing for 16 Handles, says this adds an element of novelty. “It’s a litmus test,” Walpert says. “Our core user is a Snapchat user.”
Snapchat was a runaway success story of 2012. Users send about 50 million pics (called “Snaps”) a day on the platform. The success has prompted Facebook to release a Snapchat competitor, Poke. A rep for Snapchat says that she wasn’t aware of anyone else using the platform for marketing.
In fact, marketers may have colonized Poke before Snapchat: Last week, an Israeli lingerie brand called Delta used Poke to distribute a short ad. The 10-second video shows a model getting dressed with Delta’s lingerie and features a promotional message at the end for a sale on Delta’s website.
While there are technical limitations to Poke and Snapchat that make it an unlikely vehicle for advertising, coupon-based promotions could be a new frontier for marketers. It’s too soon, however, to tell how this program worked. If it can drum up business for a frozen yogurt chain the middle of winter, though, other marketers will take notice.
Article written by Todd Wasserman, Business & Marketing Editor at Mashable
Image courtesy of 16 Handles