Case Study $-$ SNAP inc.: Pushing the limits of social media communities and advertising through innovation $$ Audi Super Bowl

campaign

By Samir Sarofim Summarize Audi$$s Snapchat campaign then answer the following questions.

Does Snap Inc. represent a successful example for diffusion of innovation in social media? Explain your answer. For example, evaluate Snapchat in the light of the four criteria of Roger$$s Diffusion of Innovations Theory.

How could brands use Snapchat to increase brand$-$consumer engagement? How could marketers utilize the short$-$lived nature of Snapchat$$s content $($posts$,$ pictures, messages$)$ to create a long$-$lived brand engagement?

Discuss the sustainability of brand communities developed via Snapchat. Are there possible ways to create social brand communities on Snapchat?

Do brand followers on Snapchat possess the characteristic of brand fans?

Would you expect the $2014$ Audi Snapchat campaign to affect Audi$$s brand community on other social media platforms? Why or why not? How could Audi create a synergetic rather than a segregated social media strategy?

How did Audi implement real$-$time marketing $($RTM$)?$ And what are the effects on the brand community and brand fans after the RTM Snapchat campaign?

How did Audi$$s Snapchat campaign affect earned media? What are the downstream consequences on Audi$$s Brand Community?

Compare this campaign to one of Audi$$s more recent Super Bowl campaigns $(2022$ and or $2023$ Super Bowl campaigns$).$ Do you think these were more successful? Why or why not?