{"id":3692,"date":"2013-04-30T10:02:55","date_gmt":"2013-04-30T14:02:55","guid":{"rendered":"http:\/\/progressions.prsa.org\/?p=3692"},"modified":"2018-08-09T16:24:28","modified_gmt":"2018-08-09T20:24:28","slug":"snap-tap-16-handles-app-strategy","status":"publish","type":"post","link":"https:\/\/progressions.prsa.org\/index.php\/2013\/04\/30\/snap-tap-16-handles-app-strategy\/","title":{"rendered":"Snap & Tap: 16 Handles\u2019 App Strategy"},"content":{"rendered":"
\"16<\/a>
Fans can become \u201cFro-Yo Famous\u201d at 16 Handles<\/figcaption><\/figure>\n

I am the community manager for 16 Handles<\/a>, an East Coast frozen yogurt chain. One of my favorite parts of my job is testing out new apps and figuring out a way my company can use them; it\u2019s almost like a puzzle. Outside of the day-to-day management of our Twitter<\/a>, Facebook<\/a>, and other channels, I oversee most of our digital marketing efforts, including mobile app utilization. We don\u2019t (yet) have a branded 16 Handles mobile app, but we do have a presence on several other apps. Here\u2019s how we utilize these apps.<\/p>\n

Instagram<\/strong><\/p>\n

People love to take pictures of their frozen yogurt. My main goal with Instagram is to give our customers a megaphone to display their frozen yogurt. We showcase fan photos on our brand\u2019s Instagram<\/a> page and we even have TV screens in all of our stores to show off fan photos. (We always ask for permission, of course, to make our fans \u201cFro-Yo Famous\u201d and even give them some compensation in the form of free frozen yogurt.) People love getting shout-outs from their favorite brands, and the chance to feature their content is a great way of giving them an incentive to share more about your company.<\/p>\n

Foursquare<\/strong><\/p>\n

At this point, Foursquare is pretty much a no-brainer for brands with storefronts. We utilize the app to announce our featured flavors of the month, offer promotions for checking in, and more. We\u2019re starting to host events at some of our stores, such as our Flaunt Your Flavor: Unplugged<\/a> concert series, and we set up special \u201cevent\u201d listings on Foursquare so that our guests can check into the concert, if they wish.<\/p>\n

Snapchat<\/strong><\/p>\n

Snapchat<\/a>, the self-destructing photo-sharing app, was a really exciting platform for us to join because we were the first brand to do so<\/a>. Our campaign, \u201cSnappy New Year<\/a>,\u201d was used as a method of driving store traffic while giving our fans a fun, new way to get a discount on their purchase. Though the campaign was initially developed to run on Twitter, we ended up using Snapchat for two reasons:<\/p>\n