McSnap! McDonalds Joins Snapchat - GWS Media Thoughts
McDonald's are one of the latest brands to open a public Snapchat account, not long after we blogged about Snapchat's growing success as a platform. This may be an inevitable move for such a huge company with an massive marketing department, Snapchat is a no brainer when it comes to large brands who are trying to connect with young, global audiences.
Interestingly though, judging by McDonald's other social platforms, Snapchat seems be one of the only social platforms they're taking seriously.
What they've been doing...
Having said that, they do use the platform to post fairly frequently (acquiring obscene amounts of likes along the way) so that their fans can interact with each other.
According to Adweek almost 70% of college students would be happy to add a brand as a friend on Snapchat because they followed them on another social site.
If you look at Maccy D's Facebook following, we're predicting a huge surge in the amount of Snapchat friends they have.
What McDonalds is doing here is not too far afield from other global brands- Audi, NARS Cosmetics and Karpmaloop. For many, gaining a presence on Snapchat right now is a very clever move for brands, especially when it comes to communicating with younger (teen) and more tech savvy audiences.
If anything else, it may just be a positive way for them to link people back to their other social media channels:
"With any platform, we always want to dip our toe in the water first and see how it works," Wion said. "In this initial mode, we've gotten several thousand followers in a couple days. We think it's a good sign that this has long term viability."
Run by their inhouse PR team, it will be interesting to see how they strategize this.
Especially considering a lot of their platforms do not appear to be have a whole lot of activity on them. So far, they appear to be playing things pretty safely and the fact the public cannot influence the Snapchat campaign as easily as they could in 2012, should be very beneficial for them!
(See below demonstration of how their 2012 #McDStories campaign catastrophically failed for them:)