McDonald's joined Snapchat, the photo-centric messaging app, on Feb. 25. The company announced its presence and new user name — mcdonalds — via its Twitter account last week.

According to Mashable, the chain kicked off its campaign with a snap from LeBron James, teasing users about a new sandwich coming March 10.

Rick Wion, McDonald's director of social media, told Mashable that the company's use of Snapchat is a way to share "the fun side of our brand with this highly engaged audience of Millennials."

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