There is no shortage of marketers rushing to meet consumers where they live online, to elbow their way in and find even a moment of relevance amidst the cacophony of tweets, Instagram posts, Facebook updates, and every other platform that defines the current age of casual communication.

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A recent Comscore report found that with 32.9% penetration, Snapchat was the third most popular social app among 18-34-year-olds (behind Facebook and Instagram, but ahead of Twitter, Pinterest, and Vine).

And if you look at just the 18-24-year-old base, the app has 50% penetration.

The company is said to have about 30 million active users and claims that people send and view more than 700 million pictures and 500 million "stories"—which allow brands to create longer narratives that last 24 hours—a day.

By providing content with a limited lifespan, it combines the appointment-viewing value of sports with the engagement of social media.

There's also no hindsight in Snapchat; a brand is only as good as its last snap.

Here's a look at some of the top brands investing time and creative efforts in this fast-growing social media playground.

Who: Mc Donald's What: The brand has snapped out pics of Le Bron and behind-the-scenes commercial footage with other athletes like NFLers Richard Sherman and Johnny Manziel, as well as creative food snaps and contests.

Why It Works: People have been watching Mc D's ads forever, so using Snapchat as a way to give fans unique looks at their favorite athletes—who also happen to be in a Mc D's spot—is simple way to add value to its social presence.

"We’re really excited to explore the 'chat' and 'here' features more," says Lainey Garcia, Mc Donald’s Snapchat lead in the U. "The instant face-to-face video chat has a number of possibilities for us, too.