To promote the upcoming X-Men movie, 20th Century Fox launched a twofold campaign on Snapchat to engage with young-skewing users. The movie studio bought the first-ever Snapchat Lens takeover ad, which replaced all the Snapchat selfie lenses on Monday with X-Men-themed lenses that transform users into nine different X-Men characters. More importantly, 20th Century Fox also purchased ads in Discover channels to encourage users to purchase tickets for the movie. The vertical video ads prompt users to swipe up, revealing a page where they can put in their zip codes and be redirected to Fandango’s site to buy tickets for showings at their local theaters.
What Brands Need To Do
Using the Lens takeover to raise awareness for the movie and the direct response ads in Discover to drive ticket purchases, 20th Century Fox devised a clever one-two punch on Snapchat to reach its over 100 million daily active users. Snapchat has been improving its ad products to court brand advertisers, introducing shoppable ads earlier this month and improving its ad measurement with a ComScore partnership. This X-Men campaign provides a good example of how brands looking to advertise on Snapchat can utilize the ad products Snapchat offers and devise an effective campaign.
Source: Ad Exchanger