Wednesday, July 9, 2014

Pretty Little SnAps... "A" Stroke of TV Marketing Brilliance

I'm constantly telling people how on top of the digital marketing game one of my fave guilty please shows, Pretty Little Liars, is. (Okay, maybe it's not that much of a guilty pleasure... I mean, I have written on this topic once before.) With that, it's no shocker that the show that knows it's Gen X audience the best has hit the major TV milestone of 100 episodes.

To mark this occasion, the show teamed up with one of the many brands ready to market to its sought-after target audience — Audi — for a fun new promotion featuring PLL fan-favorite Ian Harding, who plays Ezra Fitzgerald (half of the much-loved TV couple "Ezria"). What's truly interesting about this promotion, however, is how it made use of Snapchat.

Begun as strictly a mobile app for sharing short videos or photo snippets with your cell contacts, Snapchat is evolving into much, much more. The developers are continuously rolling out new features for the app and often (mainly on holidays and to launch said roll-outs) send messages to all users. It hasn't taken long for marketers to realize the potential here: Snapchat can allow a brand to have a "private" conversation or highlight an exclusive event/new product/etc. with fans willing to add them as a Snap contact.
Audi jumped on this as an early adopter in a big way — with TV's most social show — and it worked. I caught wind of the promo via Instagram (screenshot below from @prettylittleliars) and added the brand to see exactly how it would unfold. The results? Pretty creAtive indeed.

For even more fun from #PLL100, including a live chat with a returning cast member, check out the hashtag's Twitter feed. Then, comment with what brands you'd like to see on Snapchat!

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