Is Snapchat the Next Frontier for Marketers?

Author:
Todd Wasserman
Source:

In what may be a first for the platform, a New York frozen yogurt chain is leveraging Snapchat for a promotion that presents users with a coupon that self-destructs within 10 seconds.

The idea came about when the chain -- 16 Handles -- noted that a lot of its young users were using their Snapchat handles to interact on social media. The program works like this: If you snap a pic of you or your friends at a 16Handles location tasting one of their flavors, you can send it to Love16Handles on Snapchat. In return, you'll get a coupon for anywhere from 16% to 100% off on your purchase. You have 10 seconds to let the cashier scan the coupon, though.

Obviously, 16 Handles could have run a standard promo in which it sent a coupon in return for a photo. Jarrod Walpert, director of marketing for 16 Handles, says this adds ...

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