Through targeted Facebook advertising, we promoted an ATM teaser video and told people to friend us on Snapchat so they could receive updates to the surprise ATM locations where giveaways were distributed. Friends told friends, and footage appeared across social media all over the country.

We started by telling our community a day in advance where to find the ATMs; however, the campaign quickly became so popular we had to wait until we had actually arrived before sharing the location. We didn’t just broadcast. We engaged with our community, responding individually to snapchats, looking up people as we entered towns.

Our first week generated 600,000 views of our Snapchat stories. We connected with 71% of our target audience during the campaign. We received and replied to hundreds of Snapchats from fans every day who shared thousands of company mentions across Snapchat, other social channels, and media. The campaign was picked up by journalists and bloggers, making front pages around the country. We also built the company’s first Instagram channel, adding 3,000 followers in days. Most importantly, when we resurveyed brand sentiment, we found it had increased by a whopping 9%. All in under a month.