Taco Bell has premiered its newest Doritos Loco Taco on with a short movie on Snapchat, marking a first for the self-destructing chat app.
The ad launched at the beginning of the MTV Movie Awards on Sunday, going on sale for a limited time on May 1.
The MTV Movie Awards’ main demographic is teenagers and early 20-somethings as is Snapchat, a popular app that allows users to send photos or brief videos.
Using a series of Snapchat videos, Taco Bell created a short film about an overworked employee who is tasked with finding out what the new Doritos Locos Taco will be and procuring one for his boss.
People could view the videos Sunday and had to tune into the MTV Movie Awards at 9 pm that night to find out the conclusion.
The appeal of Snapchat is that the person who receives the photo or video only can view it for 10 seconds before it’s deleted and can’t be viewed again.
By letting companies create pages as regular users, Snapchat allows brands toy around with its playful format.
McDonald’s recently leapt in with superstar LeBron James. But IPG cautions that the app offers “no analytics beyond seeing the number of followers.”