- Disney and Snapchat have teamed for a multichannel campaign that promotes the upcoming release of “Zootopia 2,” per details shared with Marketing Dive. The campaign also represents an extension of Snap’s “Say it in a Snap” brand campaign.
- The campaign is supposed to bring the world of Zootopia to life each on and off the Snapchat app. Included in the effort are out-of-home activations across Los Angeles together with a Sponsored Snap that may feature characters from the movie.
- Snapchat users may unlock seven different augmented reality lenses inspired by the film’s characters through a branded AR Bar. “Zootopia 2” may even include an on-screen cameo of Snapchat reimagined as “Snapcat.”
Snapchat has turn out to be a preferred platform for movie promotion as brands try to win the attention of the app’s core younger user base. In 2022, Disney partnered with Snap to create an augmented reality lens promoting “Avatar: The Way of Water.” Since, Warner Bros. used the platform to advertise “Dune: Part Two,” while “Wicked” was the first property to make use of Snap’s then-new Sponsored Snaps feature, which sends promoted messages on to users’ inboxes.
Notably, Snapchat campaigns promoting latest movie releases drove an incremental 79% lift in average ticket sale conversions, in response to a recent study from Snap and Samba TV. The platform’s particular success with movies stems from its ability to “extend stories far beyond the screen,” said Laurel Duquette, Snap’s head of media and entertainment, in a press release.
Key to the “Zootopia 2” campaign are each digital and OOH elements that feature movie characters including Judy Hopps, Nick Wilde and Clawhauser and try to bring the animated Zootopia city to life. OOH activations will span popular Los Angeles spots including The Grove and The Americana and will leverage Snap’s AR capabilities. Additionally, when consumers see “Zootopia 2,” which is being released Nov. 26, they’ll see an on-screen cameo of Snapchat reimagined as “Snapcat,” when Clawhauser takes a selfie with an AR Lens during a concert.
The campaign also leverages Snapchat’s Sponsored Snap solution, featuring a brief video of the film’s characters using their phones to take selfies for a “squad check-in” with one another and with humans planning to see the film. The Sponsored Snap will likely be delivered to Snapchat users in the U.S. Consumers may use seven AR lenses inspired by the movie via a branded AR bar running in Snapchat’s Lens carousel from Nov. 24-27.
The latest effort from Snap is an extension of its “Say it in a Snap” brand campaign, which was announced earlier this yr and focuses on highlighting the platform’s concentrate on deepening connections with friends and family.
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