During the tech extravaganza that is CES 2016, tech companies can go to ridiculous extremes to make a splash.
For instance, there's Snapchat, which plastered its famous ghost logo on the iconic black pyramid of Las Vegas' Luxor Hotel & Casino:
Matt Weinberger/Business Insider
It's well visible from a distance, just to give you a sense of scale:
Matt Weinberger/Business Insider
It's a lot like the extremely minimalist billboards the picture messaging startup placed in tourist locations like New York City's Times Square:
Thomson Reuters
A billboard displays the logo of Snapchat above Times Square in New York
Advertising like this ain't cheap, and probably eats into a healthy chunk of Snapchat's $16 billion valuation - a valuation that may be in danger as its ad business struggles.
Another billboard on the MGM Grand casino - which I couldn't get a picture of - advertised a Snapchat VIP CES afterparty later this week. Given that I can't seem to find any information on this party online, it seems fair to assume that it's going to be both highly exclusive and very posh.
It's a lot of spending, is what I'm saying. Here's hoping that Snapchat ultimately finds that it was worth it.