Brands are on a never-ending quest to grab the attention of "millennials." This key demographic is a fickle group that wants "authenticity" and a has deep desire for "pragmatism," all while cultivating their own personal brand through conscious associations with what they purchase or events they attend.

Oh, and selfies. Millennials love selfies.

The Atlantic Coast Conference isn't just an athletic association running tournaments for its member institutions. It's a business. It's a brand. It's why the ACC paid money to consultants and came up with a new logo, regardless if the old logo was perfectly fine. If the ACC's brand is going to stay fresh, if it's going to be a lifestyle choice for influential kids, they have to go where the youth demo hangs out.

Right now teenagers aren't hanging out on Facebook, which has seen a sizable dip in usage in 2014. The youngins are leaving because "the olds" now populate their timeline. They're going to productivity and ephemeral apps like Instagram and Snapchat.

Naturally, the ACC has awkwardly entered this fleeting world to keep up with juvenescence.

The ACC is now on Snapchat. Add us at ACCPix for contests, behind-the-scenes content, and much more! pic.twitter.com/EYCPDpJF2r — The ACC (@theACC) October 13, 2014

If anyone signs up to receive Snaphat content from the ACC, no telling what sort of pics you'll be getting from commissioner John Swofford and others.