Snapchat is one of the top social networks that digital marketers are paying attention to. Fleetingness and temporality of Snapchat are its most attractive features in digital marketing. The feature is in conformity with real-time marketing and Snapchat makes good use of the real-time attention to this feature. It can help companies grasp the hot spots in promoting publicity so that it attracts the attention of the users. Unlike other social networks, the subject of Snapchat is video-based. Therefore, comparing to text, an interesting and creative video can leave a vivid memory in the audience. At the same time, "Live Stories" allows users to upload videos on specific activities and events. On one hand, multi-angle videos show more perspectives and meet the needs of the users. On the other hand, it appeals to more people to use Snapchat and join the events. In term of the marketing process, Snapchat plays the role of attracting attention, inducing interest and stimulating purchase desire for the customers. In other words, Snapchat plays an important role in digital marketing in combination with the AIDA (marketing) model and modern digital technology. This comprised some examples:
• Sour Patch Kids Campaign: In the summer of 2014, Sour Patch Kids launched on Snapchat and partnered with Vine star Logan Paul. A few days later, more than 120,000 new users on Snapchat followed Sour Patch Kids, 2.3 million snap impressions shot by subscribers and 1,900 mentions of the Snapchat campaign on Twitter.
• GrubHub's Innovative Campaign: GrubHub hosted 'SnapHunt' in 2014, which was a week-long scavenger hunt. Every day in that week, GrubHub arranged a new challenge for followers and the winner can get $50 in free takeout.In October 2014 GrubHub used Snapchat for recruitment of the summer intern. Through 6 doodle images, GrubHub wanted to find the potential interns who were good at using Snapchat. On November 6, 2017, GrubHub launched a retro-styled game "Food's Here". People could watch the ads on GrubHub's desktop and mobile website as well as on the stories of Snapchat.
• Netflix's Gilmore Girls Revival Campaign: Netflix got a major branding boost from Snapchat in 2016 was the takeover of 200 local cafes to promote the revival of Gilmore Girls. Netflix recreated Luke's, which was the fictional café from Gilmore Girls. In the meantime, Netflix sent up 10,000 paper coffee cups with the Snapcode to the coffee shops around America and Canada. Users could get the exclusive Gilmore Girls Snapchat Filter by unlocking the Snapcode.
• Gatorade Lens Campaign: Gatorade came out with an animated filter on Snapchat to be one of the most innovative Super Bowl ads in 2016. The dunk Lens of Gatorade received 165m views on Snapchat, making a ripple effect felt across other social media.
• The Employer Branding of Cisco Campaign: Since May 2016, Cisco has asked employees to take over its WeAreCisco Snapchat account. Telling stories to the world about current employees by actual employees, developing the authenticity and validity of the employer branding of Cisco and elevating the views of job seekers on Cisco.
• X-Men: Apocalypse Campaign: 20th Century Fox cooperated with Snapchat to promote new movies 'X-Men: Apocalypse'. Users could use the 'X-Men' filter and share it with friends. Meanwhile, the users could also buy the movie tickets via 'X-Men' video ads, which placed on Snapchat.
• McDonald's Australia: McDonald's Australia collaborated with Snapchat in September 2018 to promote their new '$5 McOz' deal and their 'Monopoly at Maccas' app on the iTunes and Google Play store. This included animated short advertisements in-between stories, and a themed filter.