Snapchat Lets Users Buy ‘X-Men: Apocalypse’ Tickets, People Still Rage

Snapchat Lets Users Buy ‘X-Men: Apocalypse’ Tickets, People Still Rage

Brands have really jumped on the Snapchat bandwagon, film studio Twentieth Century Fox has purchased its first-ever “lens takeover” package to promote X-Men: Apocalypse, which lets users morph their faces into characters from the film and buy movie tickets directly from Snapchat ads.

ERIN MARY Doyle
Posted by ERIN MARY Doyle

Snapchatters in the US will have access to nine different character Snapchat Lenses, and then send photos or videos to friends or post them to their Story timelines. The nine X-Men character-based lenses including: Apocalypse, Cyclops, Mystique, Storm, Nightcrawler, Magneto, Quicksilver, Professor X and Beast.

The nine lenses have replaced the usual rainbow-spewing, the hugely popular dog filter and the beautifying filter, which has annoyed some users who feel that Snapchat is selling out. People took to Twitter to complain about the X-Men filters:

Twentieth Century Fox is the first company to give the option to purchase a ticket to the most recent X-Men installment within the app. The X-Men ad appears within the Live and Discover stories, letting people swipe up and buy the tickets from Fandango.

Last year Evan Spiegel, CEO of Snapchat said at his keynote at the Cannes Festival of Creativity that advertising on the platform will not be creepy. Spiegel said the ads on the platform can be effective without needing to gather a heap of personal data that other platforms do. The company is firm in not going too far with targeting.

“We really care about not being creepy,” Spiegel said. “That’s really important to us.”

On the Australian side, media agency GroupM launched the first vertical video campaign for clients Hungry Jack’s and Universal Pictures on Snapchat. The videos for Snapchat 3V are viewed by choice by consumers. They are 10 second, full-screen video ads that play with sound and integrated into the flow of Snapchat content.