Since the launch of Snapchat Chat back in May 2014, I've been intrigued to discover some of the ways that companies take advantage of it for marketing purposes. Customer service and super-exclusive conversations with brands are two of the more obvious applications, but McDonald's latest promotion is noteworthy in how it uses screenshots and Chat to encourage and receive creative entries for its Mario Kart-themed contest. Let's take a look at how it works:

Before the contest launched, McDonald's added two teaser snaps to a Story...

Then the contest launch - a promo for Happy Meals and the prizes on offer...

That was followed by instructions for how to enter....

How to Use Screenshots and Chat For Creative Snapchat Contest Entries (McDonald's Case Study)

Followed by one more product/prize shot, and the closing date for entries...

... I can't enter as I'm a UK resident, but I couldn't not demonstrate the theoretical entry method in full. Here's my terrible effort....

Of course, after the competition is over, McDonald's can contact the winners through Snapchat, showcase their artwork in future snaps, and highlight entries on other social channels in order to promote the exclusive content that fans can get in return for following them on Snapchat.

Over to you

Have you ever run a contest through Snapchat? Has the above example given you inspiration to launch one similar? Let me know in the comments below!

Andrew Macarthy is a social media consultant and the author of the #1 Amazon Web Marketing Bestseller, 500 Social Media Marketing Tips.

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