Even though Snapchat is fast growing in popularity, it remains rare to see a brand launch a proper creative campaign on the platform. Taco Bell had some fun, but it is Huawei that will be remembered as the first real creative use of Snapchat.
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The concept is simple, the execution very clever. Users had to follow HuawiDeviceFR on Snapchat and then go and find their story, which was only available on the day. The story showed a “first-person” view of a run throughout the streets of Paris. Of course, the story would play by itself, like any other Snapchat story, which is made of several snaps put together in a chronological order.
And that is where Buzzman added the fun. In a Snapchat story, you can jump to the next snaps by tapping on your screen, instead of waiting for the app to do so itself after a few seconds.
So to “run faster” users had to literally race with their fingers through the story. To spice things up, Buzzman added a code on the last screen. The first 5 users who tweeted that code won a Talkband B2. Awesome?
This is a great example on how brands can take advantage of Snapchat. Of course, it stays all ephemeral: a story can only be played and replayed within 24 hours of publishing. But the media coverage such a campaign can get is where the real bet is for a brand. And in this case, it has been a great success for Huawei France.