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Express holds interactive Snapchat going behind-the-scenes with Stephen Curry

Apparel retailer Express took to Snapchat to offer an inside scoop on a photo shoot with Golden State Warriors' player and brand spokesman Stephen Curry, encouraging fans to join in on the conversation through interactive calls-to-action. 

The brand leveraged the photo-messaging app as a tactic in directly connecting with its fans and of the Mr. Curry. Express invited users into the photo shoot with the player through their mobile devices, solidifying a relationship between the consumers and brand. 

"Snapchat is one of the most exciting and fastest growing social media platforms for tweens, teens and 20 somethings," said Harry Kargman, founder and CEO at Kargo. "This is one of the Express customer?s favorite social environments.   

"Snapchat is all about communication and sharing a sneak peak into people?s lives, warts and all," he said. "It is fun to be unedited, unfiltered and unafraid to share your real self.  

"Express is trying to tap into the opportunity to give its customers a sneak peak into what is happening backstage in an authentic Snapchat way. Hopefully the content will be lightly edited, daring and unafraid to share what really happens."

Express yourself
Express enticed users to follow them on Snapchat through various social networks, in an attempt to gain followers and further its social reach. On Instagram and Twitter, followers were intrigued by a post allude to an inside scoop on a partnership with a basketball player. 

The post included text that read ?Something BIG is happening on our Snapchat today, follow Express now to see some new plays (hint hint),? referencing various basketball puns. This encouraged many users to add the brand on Snapchat, allowing Express future access to these consumers through the app. 

On the day of the event, Express shared various images of Mr. Curry posing and primping for a photo shoot with men?s fashion publication GQ. The brand asked fans to directly get involved with various questions such as music suggestions and requests during the photo shoot, which further holds users? attentions as they hope to hear their requests played. 



The Snapchat session also gave viewers a sneak peak into a short interview segment with Mr. Curry listing three things he cannot live without. Various images of him signing an Express advertisement on an issue of GQ were featured as well with a reminder that the next edition of the publication releases on August 25. 

Snapping genuine connection
White House Black Market?s introduction of a public Snapchat account is another example of how retailers are embracing the platform for its potential to more effectively draw in younger consumers compared to other social platforms through a mix of behind-the-scenes pictures and spotlighted products (see more). 

Also, fast food chain Sonic Drive-In played into the social media discussion surrounding Snapchat's recent update by leveraging fun facts and personal conversations across several channels in a continuation of the brand's lighthearted personality (see more).  

"Snapchat as a platform requires some type of interactivity to view content," Mr. Kargman said. "Express wants to pull its customers in to feel that they are part of the action and can participate, people appreciate having a voice and this builds connection.  

"By adding an interactive element to the campaign, it gets the viewers to lean forward to engage with the brand ad experience," he said. "Marketers should think about being authentic in the Snapchat environment.  

"The more raw and unfiltered the better. The Snapchat audience appreciates a sneakpeak and authenticity in messaging, including the good, bad and ugly. Brands need to understand that they can?t sculpt a perfect message or it will conflict with the nature of the Snapchat environment."

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer