Advertising on Snapchat is not only a savvy way to reach a large audience, but also effective for appealing to the coveted millennial consumer. As of February 2017, Snapchat has 158 million daily active users (DMR.) Of those users, approximately 86% are millennials (Statista.) These high volumes along with the increasing internet traffic coming from video – 79% of all traffic by 2018 (Cisco) have numerous large brands looking to advertise on the platform.
Last week, Marriott released the first episode in their four part series of advertisements on Snapchat. These episodes are three minutes long (rather than the standard 10 second ads) and aim to allure young travelers into joining their rewards program. The content is created specifically for Snapchat and the first episode features a young woman who travels to Berlin to step outside her comfort zone and try a variety of new, different foods. She also lets viewers in on her experience while staying at Marriott’s Moxy Hotel in the city. Throughout the video, Snapchat’s artistic features and functions are utilized to truly tailor the content for this network.
This is a great way to appeal to any traveler because the content is authentic and relatable. The fact that it is also created solely for Snapchat gives Marriott an advantage when appealing to a younger demographic. As marketing via digital video continues to grow, we should expect to see more travel companies utilizing this avenue to promote their brand. View the first episode of Marriott’s Snapchat ad series here:
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