January 8, 2013
Brands + Instant-Erase Apps
Our 100 Things to Watch in 2013 include Instant-Erase Apps, which let senders specify how long a recipient can view an image. The best known, Snapchat, may prove “the next frontier for marketers,” as Mashable noted last week. Frozen yogurt chain 16 Handles is running a tie-in, “Snappy New Year,” that asks customers to send a photo from one of its stores to Snapchat user Love16Handles; the brand then dispatches a coupon to show the cashier—quickly, as it disappears 10 seconds after it’s opened. “Our core user is a Snapchat user,” 16 Handles’ marketing director told Mashable.
Meanwhile, Facebook’s new Snapchat imitator, Poke, provides the platform for a lingerie campaign out of Israel that features a brief clip of a model putting on Delta tights. The clip, sent to the brand’s and the model’s Facebook fans and PR folks, then directs viewers to a discount on the Delta site. —Marian Berelowitz