Today's younger consumers are known for having seconds-long attention spans—but that's fine for BMW, which only needs five seconds.
Catering to that short marketing window, the automaker (with the help of agency Kirshenbaum Bond Senecal + Partners) is launching a social campaign and website dubbed Snowchat, which will let users share pictures that last only seconds, just like a Snapchat message.
The Snowchat site features an image of a BMW windshield covered in snow, which users can wipe away to make designs with the swipe of a finger across a touchscreen or the click of a mouse.
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