Huntington Beach Chrysler-Dodge-Jeep-Ram wanted to make waves when the U.S. Open of Surfing came to town last summer.
The Southern California dealership’s ad team, TurnKey Marketing, decided to get in on the action via Snapchat, the growing messaging app that has a foothold among the industry’s youngest customers.
TurnKey used Snapchat’s filter tool, which allows advertisers to create overlays that people can put on photos that they then share with friends and followers, to engage with attendees of the surfing spectacle on behalf of the dealership.
The Huntington Beach dealership’s filter caught on. It was used around 7,400 times and drew 200,000 views, TurnKey co-founder Drake Baerresen said. The cost to the dealership was just $700.
Baerresen said TurnKey also uses quick-hit advertisements on the Snapchat app to target certain shopper segments and gauge their responses. Baerresen said his agency can track phone calls and walk-in traffic back to the ads.
“We have all these tracking…
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