Canadian historical society The Memory Project and Rethink Communications used an unconventional method to encourage teens to learn more about Canada’s war heroes.
Popular app SnapChat — which is better known for less wholesome teenage communication as it sends images and videos that are erased after 10 seconds — tied in conceptually to the idea of veterans’ stories also disappearing, says Dré Labre, creative director and partner at Rethink Communications.
The campaign specifically targeted teens and young adults on Monday, driving consumers to learn more at thememoryproject.com. Rethink generated a list of teens to reach out before Nov. 11. Those who wished to receive a veteran’s video were encouraged to add “MemoryProject” on SnapChat.
Although the campaign ran for one day only, it may serve as an example to use the social media platform for future campaigns.
“Right now SnapChat doesn’t have a formalized way of buying media, but I’m sure that will probably change in the future,” Labre says.
