Doing it right:

Karmaloop - a leading e-commerce site for the trendy elite.

How: The content you'll receive from adding Karmaloop to Snapchat is always on brand, but never what you'd expect. And that's the magic of it.

Why: The key to creating a great Snapchat account is creating one that delivers content that is so unique and compelling that you have no choice but to open your snaps and see what they're going to send you next.

Doing it right:

HBO series - Girls

How: A Snap of one of the cast members telling her fans that she loves them.

Why: It's this simple branded interaction that connects the show even deeper with its audience.