It’s only a few weeks since we saw the White House itself join Snapchat, but now Domino’s Pizza in the UK has decided to join Snapchat, announcing a campaign on the platform to go with the launch, hoping to grab people’s attention.
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The Snapchat-exclusive campaign named ‘Dough to Door’ was created by the Iris Worldwide agency, and it includes a short video, following a driver during a delivery, with all the obstacles this could entail. What’s more, they extended the wordplay with ‘dough’, creating an appealing image on Twitter, inviting their audience to join them on Snapchat.
The Snapchat Story aired on January 20, lasting only for a day, while customers were encouraged to follow the driver’s adventure in order to grab a discount code. During the video, viewers had to write down a series of letters, that made up the discount code that was only available during that same day.
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It seems that Snapchat is here to stay, and many brands are flocking to the platform, having realised its power. Especially after the introduction of Snapchat Stories, and daily video views reaching 7 billion Snapchat seems to be becoming a threat to Facebook.
‘Dough to Door’ is another proof that ephemerality works better in the era of reduced attention spans, with Snapchat boosting its audience, and brands flocking to the platform in an attempt to target millennials. I mean, even the White House was tempted to try it out with over 60 percent of American smartphone users aged 13 to 34 using the platform.
How about you? What do you think about Snapchat?