Case Study: how PrettyGreen hijacked a viral news story for Snapchat
The viral news story of a Texan lawyer stuck on Zoom as a cat during his hearing was featured globally on major news outlets and social media channels. The lawyer was using Snap Camera, which brings Lenses to live streams and video chat on PC and Mac.
PrettyGreen saw this as a great opportunity to quickly react to a viral news story to drive brand engagement in a comical and authentic way for Snap.
Strategy
PrettyGreen provided additional content and key user information for media to include in headline grabbing news stories to increase awareness of Snap Camera while educating users on how to use it.
Process
PrettyGreen provided a simple step-by-step guide to media on how to activate (and easily remove) the cat lens when you’re on Zoom, via the Snap Camera, where Snapchat users can now join in on the feline revolution by downloading a cat face filter for their phones or laptops.
The guide: how to become a cat (and remove the filter for any important meetings):
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First, download Snap Camera for PC or Mac
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Then, launch Snap Camera
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Choose the cat lens
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Then simply select Snap Camera as your webcam device in your video chat application. (You may need to restart your application if Snap Camera doesn’t appear as an option).
Results
PrettyGreen effectively secured widespread coverage for this piece of reactive newsjacking in the Mail Online, Independent, TechRadar, i News, Metro, Pocket-Lint and BBC while educating users on how to use Snap Camera and promoting the function in a timely and fun way that engaged the target audience.
Content by The Drum Network member:
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