The 20th Century Fox Snapchat takeover featured an interactive sponsored lens that let users pick from nine X-Men characters. The innovative use of the sponsored lens ad format is a first for the film studio, with the ad running for 24-hours within the US on May 23, 2016.
The nine characters featured in the movie-promoting ads were Beast, Storm, Cyclops, Magneto, Professor X, Quicksilver, Apocalypse, Nightcrawler and Mystique. The 20th Century Fox Snapchat campaign is the first time a brand has paid to take over the entire selection of lenses within the app, with mixed responses from users on Twitter trickling in thus far.
The 20th Century Fox Snapchat takeover is in promotion of the release of the studio's 'X-Men: Apocalypse' film the following weekend. Although the app has not yet incorporated direct e-commerce capabilities, users will be able to follow an in-app link that takes them to a third party site where they can purchase tickets to see the film at a theater near them.
Multi-Character Snapchat Lenses
The 20th Century Fox Snapchat Ads Let Users Picks from Nine X-Men
Trend Themes
1. Interactive Sponsored Lens Ads - The 20th Century Fox Snapchat takeover featured an innovative use of the sponsored lens ad format, allowing users to interact with and pick from nine X-Men characters.
2. Brand Takeovers on Snapchat - The 20th Century Fox Snapchat campaign is the first time a brand has paid to take over the entire selection of lenses within the app, creating opportunities for other brands to engage users with immersive experiences.
3. Movie Promotion on Snapchat - The innovative integration of Snapchat lenses with the promotion of the 'X-Men: Apocalypse' film presents a new way for movie studios to engage with their target audience and drive ticket sales.
Industry Implications
1. Film and Entertainment - The use of sponsored lens ads and brand takeovers on Snapchat by 20th Century Fox showcases the potential for film studios to leverage immersive advertising experiences to promote their films.
2. Social Media Marketing - The success of the 20th Century Fox Snapchat campaign highlights the effectiveness of interactive ads and brand takeovers in engaging and capturing the attention of social media users, opening up new opportunities for marketers.
3. E-commerce - While Snapchat does not yet have direct e-commerce capabilities, the in-app links to purchase tickets showcased in the 'X-Men: Apocalypse' promotion present an opportunity for e-commerce platforms to explore partnerships with the app to facilitate seamless transactions.