What McDonald’s Is Doing on Snapchat [Infographic]

Fast-food giant's tactics come to light as well as brand-related stats

Headshot of Christopher Heine

The Snapchat marketing train just keeps picking up steam.

Agencies and brands have been jumping aboard since late summer 2013, and this week, McDonald's took a seat next to Taco Bell in the dining car. Meanwhile, Audi, Acura, GrubHub, Karmaloop and other firms are fellow travelers.

Snapchat, which recently turned down a $3 billion acquisition offer from Facebook, reportedly had 30 million users as of December. And it's becoming a big millennial marketing focus. Hey marketers, did you know that 73 percent of college students would open a Snapchat message from a brand they knew? And 45 percent would open a "Snap" from a brand they didn't know?

Sumpto, which is like a Klout for college students, pieced together the following brand-focused infographic for Adweek to zero in on why marketers are paying close attention to Snapchat. The data company has a network of more than 50,000 college students that fill out surveys in exchange for rewards. The statistics below derive from answers from roughly 1,650 students who attend more than 200 higher-education institutions.

New York-based Sumpto also specifically focuses on Mickey D's tactics from the last few days on the app.


@Chris_Heine Christopher Heine is a New York-based editor and writer.