This Snapchat story begins with a burrito.
It was mid 2013 and Taco Bell was making marketing history by claiming their place as the first brand to use Snapchat. Announcing their username via Twitter the brand made a promise that if users added them they would receive a secret announcement via the app.
The following day, those who added Taco Bell were rewarded with a photo of the Beefy Crunchy Burrito, complete with a crude attempt at using the apps draw feature to announce its arrival date. Taco Bell had begun to successfully channel into the conversational, authentic and personable nature of Snapchat, and in doing so found a way to directly connect with their customers in a way that treated them as a friend rather than an end user.