Snapchat’s Push Against Branded Content
By Tom Dotan
Last summer, when Bacardi wanted to do a social media campaign for its liqueur brand St-Germain, the company first turned to Snapchat.
Bacardi’s media agency, Possible Worldwide, presented the idea of a series of Live Stories videos in the style of a peep show that featured “New Girl” actress Hannah Simone interacting with St-Germain.
Snapchat didn’t take to it. Its sales representatives thought the videos would look too similar to user-generated videos, misleading people into thinking it was unpaid content. Rebuffed, Possible opted to air the campaign on Twitter’s live streaming app, Periscope.