BMW has sped-up their holiday advertising to catch the shorter attention spans of millennials with their “Snowchat” promotion. Users of their Snowchat website are allowed to share images that they create by drawing on the windows of a BMW with their mouse or touchscreen. But, akin to Snapchat, the images last only five seconds, just enough time to get their message across to the recipient.
This simple functionality can quickly and easily capture the attention of younger consumers while complementing a fun and social lifestyle. Adopting popular social functionality, such as sharing disappearing images, is still a new terrain for brands to conquer. Expect to see the reemergence of popular social tactics in branded promotions as the millennial generation gains more purchasing power.
To learn more about BMW’s Snowchat promotion, visit AdWeek.