MTV Uses Snapchat for Cheeky Promo

MTV UK is one of just a handful of marketers to employ Snapchat, the somewhat controversial yet wildly popular mobile app, for a promotion.

The channel is disseminating exclusive photos and videos from Geordie Shore, the British clone of Jersey Shore, to viewers' smartphones to promote its sixth season. MTV alerted viewers of the promotion with a TV campaign that launched last week showing a Hangover-like series of vacation photos. The idea is to show the "cheekier side" of the series, according to Brand Republic

Although Snapchat is now reportedly valued at and is home to 200 million messages a day, marketers have mostly steered clear of using the app because of its reputation as a vehicle for sexting among underage consumers