Grubhub uses Snapchat to gobble up Millennial attention
Food delivery service Grubhub considers hungry college students to be a key demographic. That’s why it’s become one of Snapchat’s earliest adopters – and the company is using the youth-friendly social media site in a variety of ways. Innovative methods include brand awareness boosting scavenger hunts and Snap Ads along with larger campaigns (like their recent call for a social media intern on the platform). The brand also uses a variety of filters, and targets campaigns around college finals, midterms and graduations. Grubhub hasn’t released info as to how much it’s spending on the platform, but it’s been explicit about what it’s looking for: engagement.
Grubhub’s share price has risen by 80% so far this year
SOURCE: Yahoo Finance
Mallorie Rosenbluth, Grubhub’s senior manager and head of social media, said: “we don’t just want to see views. We want to see that someone is sharing something and engaging with it.”
This strategy is what’s driving Grubhub’s latest Snapchat approach – a “retro-style” game called “Food’s Here”. In the game, users take on a university stereotype (jock, sorority girl, or bookworm) and try to complete three levels. If they manage to succeed, the company gives them a $10 discount off any order of $15 or more made through Grubhub’s app.
Rosenbluth explained the logic behind this new approach: “We wanted to do something that is still in the innovation space. There hasn’t been a ton of brands that have really invested in a playable and have gone down that road. If I had to guess, you may see more going into the holiday season, so getting ahead of that we think it’s a good surprise for people.”
Dominion holds Grubhub in its Global Trends Ecommerce Fund.
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