Less than a week after Facebook released its Snapchat competitor, Poke, ad agency Grey Tel Aviv decided to test whether the app was marketing friendly by launching its first-ever ad campaign.Appropriately, the marketing push was for a lingerie line. (The Poke and Snapchat platform allows users to send texts, pictures, and videos that self destruct after 10 seconds and has been hailed as the perfect sexting app.)
Delta Lingerie gave Grey a simple brief, to promote “a one-time sales promotion on lingerie” that “won’t come back.” Which seemed to work perfectly with Poke’s one-time only viewing platform.
So the shop had model Ninet Tayeb’s agent take a 10-second video of his client getting dressed in her very own bathroom. When she slams the door, the camera zooms to a message asking viewers to go to Delta’s website for a one-time sale.
Of course, the campaign posed quite a few problems. Since users can only send their disappearing messages to a maximum of 40 people at a time, Tayeb’s agent had to manually retake and resend the video over and over again.
There were also limitations on who the Poke campaign could actually be sent to. Daniel Barak, who worked on the campaign, told Business Insider that “In order to bypass the fact that Poke isn’t opened to Brands, we sent the Pokes to the model’s fans through her agent’s personal Facebook profile.”
And then, of course, there are the minor details that the video is completely unsharable and if the consumer blinks, he or she might miss the crucial message at the end of the video.
Watch how they did it below:
NOW WATCH: Briefing videos
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