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.
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.
— X-Men Movies (@XMenMovies) May 23, 2016
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:
today is the worst day ever. they got rid of the dog filter on snapchat! for x-men filters! i hate x-men now!
— Damaris Stroker (@damarisstroker) May 23, 2016
X-Men bought ALL of the Snapchat lenses today and I’m freaking irate! Now I will purposely NOT be seeing that movie
— Jackie O (@JackieOProblems) May 23, 2016
thanks x-men for ruining snapchat
— Cass (@cassfly) May 23, 2016
Snapchat letting X Men take all of our precious filters away for a promo run what a travesty
— ryan (@rynvskv) May 23, 2016
I don’t even like X-men
— Sassy In Stilettos (@Sass_Stilettos) May 23, 2016
how much you think “X-MEN” paid snapchat to remove all the filters and put only sponsored “X-MEN” filters up?!?
— Brennen Taylor (@BrennenTaylor) May 23, 2016
when snapchat only has X-men filters right now & you’re tryna be a dog ????????????????
— KhandiBaby (@lovely_khandi) May 23, 2016
Taking away all the cute filters on snapchat just makes me want to see x-men even less
— Nicole Pearce (@nicolep1113) May 23, 2016
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.
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]