Meghan Fitzgerald A44832986

12/2/14

ADV 350- News Presentation

It is safe to say that social networking is a type of media that has contributed to the evolution of the advertising industry. As a result of the success of Facebook,

Instagram, and Twitter: the concept of a photo messaging application came to life as Snapchat. The first ad campaign for Snapchat was the “EDC Story”. The concept behind

this was to further engage and connect people that are at a specific event, in this case: Electric Daisy Carnival, so they can contribute their Snaps to the same Story. However, this article focuses on the most recent debut of their second advertising format: a live

event stream from the American Music Awards sponsored by Samsung. The application of this new feature was fun because it connected fans to their favorite music artists, as

well as advertised for Samsung. The idea to advertise via Snapchat is successful, because it can serve as compliment for those who are watching the awards on TV, and for those who aren’t at the awards or watching them. Consumers have the ability to feel as if they

were walking the red carpet too.

Snapchat is a great investment for advertisers because it reaches consumers, and does so in an innovative manner. Using Snapchat gives companies the opportunity to create a unique marketing campaign; since it is their choice on how they want their

product to be interpreted by the public. The participating companies will enrich their brand image, because their brand will be affiliated with a positive event. Thus brand

loyalty will be created since consumers have the ability to view the company from an additional perspective.

Advertising Age:

http://adage.com/article/digital/samsung-debuts-snapchat-ad-type-american-music-awards/295979/

Samsung updated throughout the broadcast

The opening "snap" and certain photos and videos interspersed among user snaps were marked "Powered by Samsung Galaxy" and "sponsored" We were able to feel as if we were in Los Angeles walking the red carpet with our favorite celebrities. And yes, celebrities were using the app! It makes it fun for users like myself to have yet another platform to connect with our favorites on. It is also a big surprise to be able to log onto ones Snapchat and find a new 'story.' This also seems to add such great excitement to its users interfaces. To tie in this use of Samsung, the American Music Awards displayed the winners on Samsung cell phones. It was an all out night for Samsung and I believe this is a pretty clever way to market. You have worldwide celebrities showcasing the products and it is surely impactful among viewers, especially the young.