|Brands Use Workarounds to be Found on Snapchat
For its new “101 Days of Because Summer” campaign, Malibu is, to use an old phrase, “killing two birds with one stone.” The Pernod Ricard-owned rum brand is not only promoting its Snapchat channel on Snapchat but also on Facebook and Instagram. The ad — featured in Instagram Stories and as a sponsored post on Tasty’s Facebook page — features a Snapchat code and encourages viewers to “Snap to Unlock” to view more content.
This type of cross-promotion is one way brands are working to circumvent the issues they have with being found, or their branded content being found, on Snapchat, which, unlike on other platforms like Instagram, Facebook or Twitter, a user needs an exact username to search for a brand.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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