UK mobile network Three has signed up with Snapchat, Instagram, and Tinder to run a series of ad campaigns promoting its services. Augmented reality lenses will be part of its Snapchat promotion, while situations from its latest round of TV ads will be used on Tinder and Instagram.
Three isn’t looking to directly make money from these promotions, but is seeking to push its brand and hold attention, repeating its Phones Are Good message taken from the newest television ads, which promote not only its unlimited data allowance, but online safety, and digital detox methods too.
Social and digital advertising only makes up 23% of its media spend, which is expected to rise in 2019 with the opening of an in-house social media studio, which is likely to be a crucial part of its forthcoming plans to promote 5G.
Digiday spoke to analyst Tony Maroulis at Ampere Analysis, who said the use of these popular apps, and tools like exclusive AR lenses are, “perks that individually seem small but combined may be able to help reduce churn (even if it a small amount) amongst subscribers.”
The promotion with Snapchat, Instagram, and Tinder will begin before the end of 2018 and run for three months.