As brands continue to embrace social media as a transactional retail opportunity (see Monetising Social Media, 2016), the fleeting nature of Snapchat has pushed it into the spotlight this summer as a powerful platform for promoting exclusive products and services.
- Warby Parker – Sunglasses Flash Sale: NY-based eyewear company Warby Parker made a range of limited-edition sunglasses available exclusively through Snapchat Story – a stream of videos and images viewable for 24 hours.
Having advertised the sale the night before via a teaser image on its Instagram page, the brand’s Snapchat followers saw brief images and videos of Warby Parker staff wearing the frames and a unique link to an e-store. These had to be copied from the app into an external mobile browser in order to purchase. Following the 24-hour stream, the brand announced that a variation of its bestselling Haskel frames had sold out.