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Brands take big steps toward messaging apps

Eager to reach people inside messaging apps, they know they need to exercise restraint in their approach

Published Mon, Apr 4, 2016 · 09:50 PM

New York

GATORADE owns one of the iconic television moments of the Super Bowl, the dousing of the winning coach with a huge bucket of the sport drink, ice included. For the 2016 game, though, the brand wanted to reach more younger people, who tend to watch less TV.

The company turned to Snapchat, the mobile photo messaging app popular with teens and millennials. Aiming to "democratise the dunk", according to Kenny Mitche…