The Australian arm of fast food chain KFC has chosen youth orientated medium Snapchat to launch its Double Soft Shell Zinger Taco, with the snaps being viewed 3,000 times within the first three hours of being active on the app.
The brand only got on Twitter earlier this year, and also uses Facebook and Instagram. KFC Australia’s chief marketing and development officer, Nikki Lawson said that Snapchat made sense as a “natural extension” of the company's digital presence.
"We are excited about the growth of Snapchat since our launch this week. We were able to use the channel to announce an exciting new product and our consumers really responded to the approach.
“We are always looking for new ways to create a dialogue with our fans and always endeavour to be on the front foot in terms of digital media. We want to be where the fans are - and right now they’re holding their thumb down on Snapchat stories from their friends, family and brands they love."
In August last year Snapchat indicated its intention to bring in brand advertising via its Discover feature, with the offering officially launching in January of this year.
Snapchat Discover offers brands the use of short video clips and images to advertise themselves to Snapchat users.
Some 400 million snaps are sent via the app each day, which gives brands access to a largely teenage audience. With estimates suggesting 90% of Snapchat's audience is aged 13-17.
In Australia, NewsLifeMedia's news.com.au is a media partner with Snapchat Discover along with CNN, MTV, Daily Mail and Vice.
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