Snapchat Campus Takeover

Snapchat’s Discovery feature is providing brands a unique space to garner awareness and engage consumers in branded content. Snapchat has been gaining the popularity of millennials since its original launch in 2011, but one of its most recent additions, Discover, is an extension of Snap’s Stories feature. By utilizing this feature, brands can string together multiple videos, text and images in order to advertise and covey messaging. The feature has attracted major brands and publishers such as MTV, The New York Times and the NFL. True to Snapchat’s fashion, these Discover pages have a limited window of engagement before they disappear which creates a sense of urgency for consumers to explore content.

SNAPCHAT LAUNCHES AMERICAN INITIATIVE TO PARTNER AND FEATURE COLLEGE NEWSPAPERS

Recently, Snapchat has opened its Discover feature to less established media companies: College newspapers. This American initiative is titled “Campus Publisher Stories” which started simultaneously with the “back-to-school” season featuring The Daily Californian at U.C. Berkeley, The Battalion at Texas A&M University, The Daily Orange at Syracuse University and The Badger Herald at the University of Wisconsin in Madison as beginning partners. The stories will only be visible every Friday to Sunday within the campus and student living perimeters. MKTG breaks down three key takeaways for sponsors on this new product roll-out from Snapchat.

THROUGH CAMPUS PUBLISHER STORIES, PROSPECTIVE SPONSORS WILL HAVE DIRECT ACCESS WITH HARD-TO-REACH MILLENNIALS

The Campus Publisher Stories allow room for sponsored ad space. Brands that have a hard time breaking through advertising clutter and reaching the college millennial demographic now have a new hyper-localized platform to do so.

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Written by Paige McConney
Paige McConney

October 2nd, 2017 at 11:18 am

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