Last Friday, McDonald’s became the latest brand to roll out sponsored ads on Snapchat. A quick 15-second animated video clip, the ad showed how McDonald’s can make love blossom even between the worst of enemies — Batman made peace with the Joker, and all was forgiven between Dorothy and the Wicked Witch of the West.
Since Snapchat rolled out its sponsored snaps, many brands have jumped on board.
The ad is part of the burger chain’s larger “Choose lovin” campaign – a new iteration of its aging “I’m lovin’ it” tagline – according to a company statement. The Snapchat clip is a snippet of a longer commercial that is running on TV and elsewhere.
Snapchat, once a niche forum where early-adopter brands could experiment, has evolved into a legitimate marketing platform in its own right. The “My Story” feature in particular has proven a useful tool that lets users stitch together narratives of their own.
Brands are wise to latch onto the platform, which continues to grow: Its audience has grown from slightly more than 16.3 million in 2013 to 25.3 million in 2014, according to comScore. And as more companies try to figure out what to make of this audience, here are a few sponsored ads by early-adopters that have run with some success on the platform so far.
Universal with “Ouija”
Snapchat’s first ad last October gave everyone the chills — but, then, that was the point. The 20-second trailer of Universal Pictures’ horror film “Ouija” appeared under the “Recent Updates” tab on Snapchat, where a snap from a friend would ordinarily appear.