Snapchat launched a global advertising campaign which included installing billboards in New York City, placing ads on Spotify and Pandora—and even infiltrating Instagram with an influencer campaign. The campaign was aimed at giving a push and will help maintain its momentum of user growth. The OOH billboards placed all across New York City features quotes on buildings from famous people talking about friendship and the campaign was titled “Real Friends”. One from Marlene Dietrich reads: It’s the friends you can call up at 4 a.m. that matter. Snapchat even paid Instagram users to post similar quotes on the rival platform. According to Snapchat, the global advertising campaign would first focus on the U.S., Australia and India, before targeting Europe in the fall.