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How marketers are using the anti-Instagram.
Brands like Chipotle are already experimenting with how they can “be real” with their customers.
Brands that want to try out the app are also subject to the two-minute notification.
“It’s a hurdle that makes BeReal so interesting to experiment with,” said Tressie Lieberman, VP of digital marketing and off-premise at Chipotle.
The restaurant has been on BeReal since April, posting promo codes in their photos. The first 100 customers to use the codes in the app or online received a free entree. The codes were redeemed in less than a minute after posting, according to Lieberman. The brand recently posted a BeReal of a Chipotle employee in front of a “Buy the Dip” billboard in Times Square.
Brands that are open to sharing behind the scenes, maybe a beauty brand wants to showcase ingredients, could benefit from such an app. It could be interesting as a collaborative social strategy ... No gimmicks though, just BeReal.
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