How Lufthansa embraced Snapchat to drive brand “warmth”

Lufthansa, the German airline, has turned over its Snapchat feed to members of its flight crews in a bid to drive engagement.

Snapchat, the youth-oriented social-media platform that specializes in effects such as “dog filters and people vomiting rainbows” may not seem like a natural fit for “a very traditional company” like the German airline Lufthansa....