Snapchat users can now buy concert tickets through the social media platform for the first time.
Live Nation, the concert promoter, has launched a Snapchat ad campaign for pop star Ariana Grande’s forthcoming tour, which fans can simply swipe to access a dedicated Ticketmaster page.
The ads appear for users browsing Snapchat’s Discover content and feature a brief message from Grande. Inside the app, the ads are confined to the US, but in webview, a feature that allows people to watch Snapchat Stories from a browser, the ads are visible globally.
Snapchat ads have become more innovative over recent months, with retailers selling products and film producer Fox integrating with Fandango for a campaign that drove ticket sales for the recent X-Men movie.
Live Nation has been a long-term supporter of Snapchat, with its Live Nation’s Electric Daisy Festival becoming the first subject of a Live Story in 2014. Grande recently created a music video comprised entirely of Snapchat filters.
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