Snapchat Discover

Snapchat Discover is one of the best things around these days that actually challenges other social networks, particularly Facebook. ‘Content’ is at the heart of this new initiative by Snapchat, giving storytelling a new meaning and way for people to consume content on-the-move.

The best part about ‘Snapchat Discover’ is it forces brands to keep the content and stories fresh, content being refreshed every 24 hours. The feature is extremely simple to use and discover and stories are restricted to a fairly small number, therefore, not stressing the viewers and acknowledging the nature of the user behavior, respect for their time and giving them even more a reason to revisit the app.

While it is all fun for the user, the real challenge lies for the companies who need to package content in a way never done before – as top social networks like Facebook, Instagram and Twitter require a totally different approach that we’ve accustomed to over the last years.

To stay relevant and get the user to revisit, one has to ensure the stories are relevant, short, crisp and limited to 5 for best engagement. Companies posting up to 10-15 stories can do so as long as there is enough content to share that very day and I have seen a few like that and admit that after 6-7 stories I couldn’t be really bothered. It became more like a chore than ‘discovering’

Also, the fact that there are no call-to-actions, click here, there, share etc. gives the companies a solid opportunity to ‘build the brand’ rather than make it another channel to generate traffic to xyz paltform.

Snapchat_Discover

Currently, there are top publishers which cater to a variety of audience on Snapchat. Such a diverse collection definitely helps attract users as most of these are common interests.

With launching Discover, Snapchat has definitely challenged many social networks out there and the more I engage with Snapchat, the more I find the other networks like Facebook and Twitter slowly becoming outdated. It seems to be the same drill on many channels and Facebook really needs to step up and reinvent content distribution as players like Snapchat are gaining a solid ground and giving brands an opportunity to ‘build’ the brand and ignite social conversations, WOM etc.

Meanwhile….Happy Discovering!!

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Honda and Mori Inc. – 3D Designs Archive, Uni-Cub and Beautiful Engines

Honda and Mori Inc., a Japan based creative agency, has been working together on interesting projects since the past few years. I’ve already blogged about one of their interesting projects ‘Honda 3D Design Archives’, a microsite where Honda is shared their 3D design data/models online under Creative Commons 4.0 for personal printing. This was launched when the subject of 3D printing had become quite popular among the marketing teams of various industries and we began seeing more 3D printed work than ever before. Unlike any other automotive brand, Honda was the first one to offer such an archive.

Mori Inc.’s last two initiatives with Honda have also been equally interesting.

OK Go: “I Won’t Let You Down” Music Video

Not a car, but a Honda product, the UNI-CUB is a compact personal mobility device that was featured in OK Go’s song “I Won’t Let You Down” and Morihiro Harano, the founder of Mori Inc. worked with the band to produce this super cool video with over 17 million views on YouTube. The video was shot with drones and there is also a microsite http://iwontletyoudown.com/ where visitors can watch the video, the interview with the band and also create and submit their own visualizations.

IWontLetYouDown_Visualisation1 IWontLetYouDown_Visualisation2

The video was all done in a single take that involved hours of complicated off-camera preparation. A special unit was responsible for the drone: one person to fly it like a remote-controlled plane, another to program GPS sequences and complicated moves, someone to manually operate those sequences, plus someone else to control the drone’s camera, which is able to spin a full 360 degrees. (Japan Times)

Honda: Beautiful Engines

Honda also launched another project ‘Beautiful Engines’ with Mori Inc., Dentsu, Kappuku, Yama and Kaibutsu – a short-film and microsite talking about engines in pop-art theme visualizations. The short film was shown at the Sao Paolo Motor Show in Nov.’14 and also available online on Honda’s social networks.

The key message behind the project is ‘At Honda, our engines don’t just move people and cargo. They move society and history, too. They are engines of change in a very real sense.’

Honda_BeautifulEngines_Site

The microsite shares the look and feel of the video and gives the user quick information in form of short paragraphs, animations and images designed in a pop-art theme. The scrolling effect keep the user engaged and adds to the curiosity of the upcoming content and how the whole journey ends. Even though the mechanic and visuals are great, the content lacks depth and could have a richer timeline with some insider and testimonial stories that add to the ‘visually entertaining’ factor here. The social sharing on each piece of content is quite modern where social media icons are not used but initials of the networks like FTPT – Facebook, Twitter, Pinterest and Tumblr encourage the user to click and discover what it actually means – certainly more easily guessed by digital and social experts than the average online user.

To sum it up, Mori Inc. and Honda are collaborating for some beautiful work and we will hopefully see even more interesting work moving forward – time for some wearable technology campaign perhaps? 😉

To view more interesting projects by Mori Inc. visit http://mori-inc.jp/

Mazda Canada loves Instagram!

Mazda Canada and JWT are just killing it on Instagram, first with their “Long Drive Home” campaign and now with the MX-5 Roadster campaign.

“Long Drive Home”

Mazda Canada took fans on a 4-month virtual road trip on their Instagram channel – telling the story of the brand and featured models in a one-to-one fan interaction, pop culture, events likes Mardi Gras and the Super Bowl, and car performance & capabilities.

mazdacanadaThe campaign ended with a big surprise for one particular fan – the keys to a new Mazda! Three posts were added at a time every week from Dec. 17 until March 28.

“MX-5 Roadster”

After the success of the “Long Drive Home” campaign, Mazda Canada changed from a virtual trip to a virtual magazine cover-like look showing a whole image of the Roadster line supported with facts told in form of short videos which cover the history of design, functional features etc.

Mazda-Canada-insta-collage

The MX-5 Roadster isn’t available for purchase until 2015 and this Insta-collage campaign acts as an initial step in staring a dialogue with the audience before the full campaign kicks off.

Such innovative campaigns are key to engaging the younger audience and who knows what platform will be popular when the car actually launches, so for now Mazda Canada seem to understand what are the trends and how they can leverage it for their marketing. Experience it here http://instagram.com/mazdacanada

Trick-or-Treat – Target creates Halloween buzz on Instagram

Target and New York-based agency Carrot Creative have launched a virtual trick-or-treat experience on Instagram inspiring viewers to indulge in DIY spirit this Halloween.

The theme is ‘Halloween Hills’ which shows two homes on a hill – one is a trick and the other is a treat. The two houses are tagged to ‘trick’ and ‘treat’ profiles, the user can tap on the their preferred tag and move on to reveal what is the ‘trick’ or ‘treat’.

The “treats” link to Halloween-themed recipes like spider brownies, while the “tricks” go to do-it-yourself projects like a spooky, night-light.

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The campaign involved 15 images with two profiles each showing 30 tutorials and 300 photos for the campaign.

The items used in the DIY profiles can be found in Target stores. To see all the items/creatives search for the campaign hashtag #HalloweenHills. The surprise element is in Trick-or-Treat number 6, where the ‘Bullseye’ mascot is tagged. On clicking the user is taken to the ‘Bullseye’s Closet’ Instagram account where the profile links to the eCommerce enabled site in partnership with Like2Buy.

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With the Bullseye Clost account, Target is reaching out to users who are looking for pet costumes for Halloween, a rage in times of Halloween nowadays.

This is yet another clever way to leverage the available functionality of Instagram’s tagging feature and driving the engaged users within that moment to push sales online. It not only engages the user with this creative execution but also gives them ideas around Halloween that are enjoyable with little efforts in both time and money.

With this out already we hope to see more fun and interesting executions for Xmas in the US, since they are the first market to champion and release bold ideas.

Check out the virtual experience on Target’s Instagram account here http://instagram.com/target

 

Mercedes-Benz – Interactive Instagram Configurator for GLA

To promote the GLA 250 to the millennials, Mercedes-Benz USA and their agency Razorfish launched a social configurator on Instagram.

The Instagram account called ‘Build Your Own GLA’ lets users create their own custom versions of the car. The experience begins from an account where the user is shown only the car and asked to tap along to begin the configuration. The call-to-action (CTA) begins with asking the user to ‘Tap the photo’ to reveal the tags – which are essentially the other Instagram accounts that contain sun information like colors, wheels, etc.

The first step ‘Choose your color’ shows an account full of various shots of the GLA in the available colors. User can simply select the image of their preferred color and continue the experience.

The second step involves selecting a wheel which gives a good close-up of the alloys available.

After choosing the wheel, the user has to select the roof – where again the shots have a great visibility and concentrate only on that aspect of the feature, without forcing the user to look at the whole car over and over again.

The fourth and last step involves selecting the preferred grill. After the grill is selected, the user is moved to a fresh account containing the summary of their configured GLA.

By summary, we mean the image now shows their preferred color, wheel, roof and grills. On tapping the image, the user is congratulated and given the specs first hand eg. the name of the color, the package (e.g. Sports), roof name, etc. with a starting price tag. Furthermore, the user is also asked to take the picture to their nearest dealer. There is a disclaimer in the end listing what is not included and prompting users to contact their MBUSA Instagram account directly for queries, questions etc.

Conclusion

Razorfish can still pull it off. Good to know! Mercedes-Benz is in love with Instagram, as we can see so many executions in different countries using Instagram. It is no wonder that they have championed Instagram in the automotive industry at least. I was honestly expecting Audi to come up with something like this and could have never thought that Mercedes-Benz would end up doing this.

Even though the whole social configurator thing works, there is one small area for improvement. In the last leg of the account, where the user is shown the car – we could have filled up the account with more details e.g. 15 seconds clips showing the car in motion and also each and every image that has been selected could have been shown below the main image as a summary of the end product.

If we don’t want to promote what the user has already selected, this dead space could have been used to promote ‘Accessories’. I bet the after-sales guys would have loved it 😉

There is always room for improvement, but we must not forget that even today in over 90% of digital agencies there would have been enough people on both agency and client side, who would have killed the idea assuming the user won’t go through the long journey and the pain of creating so many accounts and assets. Mercedes-Benz US has overcome doubts as such and once again challenged the creatives in the auto industry. It is always great to see such inspiring work.

Audi – your move! 😉

View the GLA250 Instagram account here http://instagram.com/gla_build_your_own

BMW and Volkswagen Stories

BMW and Volkswagen are actively using user generated content and crowd sourcing to break away from the usual brand and product stories. I think it is spot on and about time that brands like BMW and Volkswagen, who have such a large and loyal base of audience, involve their fans and owners and give them a platform to express their ‘story’, their ‘experience’ and their ‘voice’. Technology today gives brands such a great advantage to involve their audience and leverage their voice to enhance brand campaigns.

BMW’s global campaign called ‘BMW Stories’ and Volkswagen’s ’40 years Golf’ and ‘The Peoples Film’ campaigns are great examples currently in the automotive category involving a broad range of audience.

BMW STORIES

BMW’s International website and most of the local market websites are running the ‘BMW Stories’ campaign. Owners, fans and enthusiasts are encourage to share what BMW means to them and how it is a part of their life, what memories they share with BMW and would love to share these stories, experiences & opinions. To make your story appear on the site, all the users have to do is add the hashtag #BMWStories to their content, which can be in the form of a video, quote or images shared over the key social networks currently Facebook, Twitter, Instagram and YouTube.

BMW_Stories_Fans

The clever part of this campaign is that BMW is putting these ‘Stories’ where information on the other models is also promoted. Story telling aspect is not just left to the fans but BMW also actively participates in it. i8 model is used as a halo for the BMWi Range and they share interesting stories under the title ‘Pioneering Stories’ showing a range of films on the i8 model. Pioneering Stories even include the racing stories on ‘Alessandro Zanardi’ and a few selected behind-the-scenes, internal films and fans experience with the i8. There is a separate social stream for ‘Pioneering Stories’ which are picked up via an additional hashtag #pioneer in addition to the #BMWStories.

Pioneering_Stories

After the BMWi range, the BMW X range is promoted aggressively with selected films focusing on ‘dynamic performance’. This is topped by an even exciting video going viral currently on the 2 Series Coupe M235i called the ‘BMW DriftMob’ – directed by the Hollywood stunt expert Mic Rodgers (Google him now!). The video is currently the feature story on the site showing the main film (see below) and behind-the-scenes stories. It definitely adds a lot of ‘punch’ and ‘attitude’ to ‘the BMW Brand’ and encourages people to add their stories all the more – giving off energy and a ‘just do it’ attitude. Not only that, it is trying very hard to appeal to the 2 and 3 series segment audience to consider them over Audi. The call-to-action sends viewers right to the configurator to visualize and learn about all the features available or to the detail page for those who want to read before they take any other serious action showing interest in the model.

The film has received about 12K likes on the BMW Global Facebook fan page.

BMW Facebook Post

The campaign is supported by social media posts, online banners and eNewsletters and this viral is surely going to leave the auto enthusiasts with a ‘hangover!’

Volkswagen ‘4o Years Golf’

Volkswagen’s ’40 Years Golf’ is an even richer story telling experience online as per the title, as it allows Volkswagen to tell the story via a timeline.

40_years_golf_volkswagen

The timeline is in a grid format showing a range of beautifully designed and placed static and animated visuals. The interactive timeline allows viewers to learn facts, answer a question, watch a video, listen to sound clip, enlarge an image, read a story and share the content online via Facebook, Twitter and Google+. The icons like ‘settings’, ‘star’ and ‘number 1 badge’ share interesting facts from the respective year adding an element of surprise. Storytelling is very much ‘owned’ by Volkswagen and they are sharing what they ‘would like us to know’.

VW_Timeline

However, this is not the case for ‘The Peoples Film’ campaign in New Zealand.

‘The Peoples Film’ is a campaign solely dedicated to the owners and their stories are at the heart of the campaign – in fact, they are the champions of the campaign and not a particular model. The video shows a time lapse of the owners and models till date and looks so natural –  it does not try to sell you anything. It purely celebrates ‘the drivers’ of Volkswagen over 60 years and shows how each generation enjoyed the Volkswagen days. The website is also pretty simple and shows the main content that is a part of the campaign. There is not a single image of the latest model being promoted in New Zealand – a very refreshing approach to let the drivers of Volkswagen be the heroes here and a subtle call-to-action to explore the range is shown, as a standard approach. To add your story, all you have to do it share your local New Zealand region, the model of your car and the year. The story can be shared via a video or image and drivers can leave some comments about their story. Once the story is accepted and approved, the driver’s name is added to the list with their model name and year.

PF(The visuals shown above are two separate pages)

The Facebook post promoting the campaign is very well written with a subtle tone of voice, thanking the drivers and celebrating their contribution over 60 years.

VW_NZ_Facebook_Page

#ThrowBackThursday on my blog – ‘Porsche Everyday’ microsite

Storytelling via user generated content, owned content and crowd sourcing is a pie everyone is trying to own and champion. Even though Porsche has not updated its ‘Porsche Everyday’ website – made in 2011 – it is still winning in terms of the online experience and user experience is pretty valid as per the online behavior today.

The landing page begins with a beautiful message – the call-to-action and purpose of this website.

Porsche_Everyday

When the site loads, you are given various options – to read about stories from different topics like ‘Magic’, ‘All Weather’, ‘Comfort’, ‘Usability’, ‘Safety’ and ‘Efficiency’ – clever way to label them from a benefit/feature point of view. The side bar allows you to chose what story you want to see from the main subject of interest – it could be an ‘Everyday Story’, ‘Heritage Story’ or ‘Product Story’.

Comfort_Story_Porsche

On selecting the story of interest, it opens up as a pop-up and also shows what related stories are available under ‘See more’ below the content and even ‘LIKE’ and ‘SHARE’ them online.

Porsche_Story

Stories can also be filtered model wise. There is also an option to upload your own story in form of a video or an image.

Porsche_Submit_Story

Even though we see 4 different cases here, we learn that it is absolutely important to respect the interface design ethics in digital and cut the clutter out. A lot of brands desperately try to add too much information and too many buttons on the site. That does not help and leaves the people confused. And when using user generated content, it is absolutely essential to ensure that the user is made the hero of the site and the campaign, and not let the product steal the limelight – there should be enough room to intrigue the users to find out more at their own pace and area of interest.

I think BMW should stop adding content at this stage on their BMW Stories website – it is pretty content heavy and there are various themes on the page. Volkswagen 40 years is pretty empty and could have been enriched with some owners stories in a more detailed way. The Peoples Film is absolutely brilliant and the film is really very nice. The effort that people have made to share content is purely acknowledged. Porsche website may not be working for some of you right now, but if you are a savvy internet user, you may agree that even today the 2011 created website is winning in multiple ways. Of course we cannot directly compare, but it is a good benchmark to follow….I know the site is in Flash 😉 We are all happy to see HTML5 aren’t we. Porsche’s webs specials have significantly improved. I hope Porsche refresh this website sometime soon or launch a brand new version that will still stand out in 2017 😉

I bet if Lamborghini opens this ‘Share your story’ door – we will see some really interesting and unforgettable stories. Hope you enjoyed these for the time being!

Cool kids on Snapchat…including me ;)

Personal Branding – Let’s begin with this for a change

You can see personal branding right there in the title. No, I am not a celebrity. I am just using this post to begin with an apology to my followers/readers. I have been just too busy to write as my social life + my social apps & jobs have swallowed me way more than necessary lately. Now I have added another social network to my list, SNAPCHAT and I really want to tell you about this.

More Personal Branding – backed by some numbers. People love numbers…here you go! 

Currently I am touching 1800 pictures on Instagram, 7000+ check-ins on Foursquare/Swarm, 9500+ tweets, 2000+ on Facebook, 2000 Spotify songs & 10,000 photos taken on my iPhone since Sep’13. I have been a hyper cool kid, hyper connected, distracted, excited and even hyper ignorant to my blog lately. This will change. I will find time & get back on the scene. Now serious stuff starts below…ha!

Cool Kids (and Cool Brands) are on Snapchat

Here’s the thing. ‘Facebook is dead. Long live Facebook.’

Too strong a start for you? Well let me break it down for you – Facebook was my first social network crush, affair, love and an upcoming divorce. Facebook have come a long way and we have a lot to thank them for rather than point fingers at them but lately they have been on a spree of buying smaller networks to have control. Which is fine but then just because the number of audience on a new network is less, compared to Facebook, then it doesn’t mean that it is fail or has not taken off etc. Facebook has been around for way too long & is a giant roping in many services.

Those looking for something that is not owned by Facebook – please welcome Snapchat!

Snapchat is a bit of a breather. It does not leave you anything to look back to. It destroys the message as soon it is viewed and sent and another option is to have the message live up to 24 hours and then it is destroyed. It is a kind of social network that celebrates our short attention spans and impatient selves, thanks to technology.

Some of you now must be wondering…What is Snapchat and why am I still reading this? I am too lazy to download and check it out…but let’s see if this article saves some effort. It will. So before you close this window read on. And yes there are ‘filters’…I know you are suddenly interested now.

How does Snapchat work? (Tip: Download the app while you read below – if you want to learn on the go)

Snapchat1

Once you download and register – open the camera.

Top Navigation

Top left is to control the flash on/off and top right is to select front/back facing camera.

Center button

With one click you can take a picture and if you keep it pressed, you start taking a video. For images you can select for how many seconds should the image appear for your friends to see, max 10 seconds. (Short attention spans – an insight – you see!). The arrow down button is to ‘Save’ the image to your camera gallery. The boxy+ button is to add it as a story.

Text

To add text, simply click on the image once you have captured it and start typing. You can also select the doodling tool & doodle. Scroll through the color palette to select your choice of color.

 Filters

Once you have captured your Snap, slide to the right and it’ll give you basic filters and there’s even a black & white.

You probably get the gist of it. It is pretty basic & can be fast. You need to get used to it & be reactive and spontaneous to go to the level of ‘Storytelling’

 Snapchat Stories

Grubhub shared a story on Snapchat a few hours ago today. Those who see this post today, probably have a chance to experience it first hand today if you are able to still find it online. I took screenshots, because it is a very good example to show Snapchat users how they can get involved.

Snapchat2

It’s National Hot Dog day – so Grubhub decided to have some fun on Snapchat & engage the audience who will otherwise Snapchat Hot Dogs anyways today.

If you see these screenshots, which I have placed in the order as it appears, you’ll notice how within just 60 seconds, Grubhub has rolled out a call-to-action for their followers and even shown ‘HOW’ it has to be done on Snapchat.

If you click on a friend to chat to them, you can send the photo/screenshot to them that you saved in the camera gallery. (See Step 2 in the image)

This is a pretty neat example showing how brands can use Snapchat and involve people who are still trying to figure out how Snapchat works. There is a comfort level for the users and they address that some users still struggle to use Snapchat because a majority of us are so used to clear labels across the Internet. It is a good idea to walk the followers through and grow with them. Earn that comfort level side by side on a tool that many people I know just shun it because they don’t get how it works.

This is certainly not a flaw; it is the future of tech. Minimal design is the future and with wearables tech coming up in other news, icons & advanced technology, with even lesser and automated steps, will become more widespread. We have to adapt.

I hope these screenshots and an example of story help further to understand the user and marketer way of using Snapchat.

I know you must be thinking now…where did the Cool Kids part go. It is here.

Cool Kids on Instagram – ‘Casey Neistat’ and ‘Audi’

Ladies & Gentlemen, our famous New York based YouTube filmmaker – Casey Neistat, is the ‘coolest’ kid on Snapchat. And I am really trying to be cool like him on Snapchat…I am really cool otherwise too 😉

Why is Casey Neistat a cool kid on Snapchat?

Because he gets it & he is not afraid to try. No he did not pay me to write this and does not even know me. But may be he will know me now. I still don’t want to get paid for this advertising. I am a TRUE FAN!

Casey is one of the coolest filmmakers around and has embraced YouTube when it was taking off in all sorts of short-film making world online. He is well aware that Snapchat stories means videos too & bam, he picked it up just like we all should.

Casey uploads about 4-5 Snapchats daily, I guess. And has even incorporated it into his top social network business card. Here’s the screenshot I took that I really really love & would like to develop something similar for myself personally attached to my CV 😉

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Casey is making an effort to take out time & share interesting experiences on Snapchat. It’s like you can see what he is doing when he is not filming, how he prepares for films, some personal experiences that can be shared with public, cool restaurant reviews and for this non-stop entertainment he has even backed up the batteries. Disclaimer: Snapchat addiction can drain batteries. And if your personal stats are like mine on social networks, then get ready to charge your phone for an extra round during the day.

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We need cool kids like Casey to ‘assure’ the talent in our industry like celebrity endorsements, marketers, brand managers, interns, creative directors, account managers, clients, clients who don’t get social media, clients who want to be cool, clients who want to be clients, …’assure’ that it is OKAY to NOT BE PERFECT at all times & real-time is so much more fun and authentic than locking up copywriters in booths and making them go through 5 rounds of changes, just because people want to contribute more in terms of competition of giving feedback, rather than adding value & understanding what ‘social media’ actually means and make it so perfect that it is so numb and dumb and superficial, that it doesn’t really do its job.

Opinion. A very strong opinion.

I still believe that 70% of our digital industry still does not understand that social media can be so simple & the beauty of it is that it does not need to be superficially perfect. It is one of the rare areas where we are allowed to talk freely and let go sometimes, to keep it real and original.

I think you need to watch some of Casey’s videos to see just how cool it is to capture some moments in a natural way & this is the real storytelling, than micro managing every single dialogue that is shared by a brand and make it look like the most dry-cleaned and social proof message in the history of social media.

Another Cool Kid – Audi – also a well known brand 😉

So Audi is young and plays it safe when it comes to their brand. But on Snapchat, they are wayyyy off brand and have a refreshing unexpected side of sharing social content. Their recent partnership with ‘Pretty Little Liars’ is surprising & Audi is posting funny Snapchats with hints on the next season, in creative executions, that are not Audi like. ‘Emojis’ are the new copy here as clues to what will happen in the next episode.

pretty-little-liars-audi-clues-july-22-silence-of-e-lamb

Emotional Conclusion

Emotional because I am disappointed that brands are so slow on taking up Snapchat & I am in meetings discussing Facebook fan growth and reach at least 4 hours every week.

Can you creative directors please wake up the industry, learn and embrace such networks and follow a new way to express ‘brand’ content. Make it more fun, more reachable, more connected & more comfortable to consume. Desktop is so irritating!

General Disclaimer: I am a cool kid on Snapchat but only with my close friends for now. When I become a celeb, you can follow me 😉

Reality Disclaimer for the Brand Manager

I am not saying throw your brand guidelines out of the window. Use this platform to add an element of surprise & an opportunity to get noticed. Don’t be afraid to break through the clutter.

Already on Snapchat and ‘been there done that’…then download TUNEPICS. (Stay tuned for the next blog post on TUNEPICS)

Download Links to

Snapchat https://itunes.apple.com/en/app/snapchat/id447188370?mt=8

Tunepics https://itunes.apple.com/us/app/tunepics/id796420945?mt=8

Snapchat Doodle Tip

Buy one of these for a very ‘fine’ DOODLING experience on Snapchat. Enjoy!

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