- Warner Bros. launched a campaign on Snapchat to advertise the upcoming release of “Dune: Part Two,” in response to details shared with Marketing Dive. The movie debuts March 1.
- Key to the trouble is an augmented reality (AR) lens and custom Cameo stickers, which is able to run alongside video ads for the film. Snapchat users can tap the ads to be directed to a microsite where they can buy tickets.
- The AR Lens is now live within the U.S. and Canada and will likely be released to global markets starting Feb. 28. The tie-up between Snapchat and Warner Bros. follows the duo’s partnership last yr for a worldwide campaign around mega-hit “Barbie.”
Ahead of the discharge of “Dune: Part Two,” Warner Bros. is trying to drum up excitement via Snapchat, a platform that might help the corporate win over the important thing younger demographic. Among moviegoers, it’s value noting that Snapchat users are 1.7 times more more likely to see a movie on opening weekend than non-Snapchat users, in response to the NRG.
The centerpiece of the “Dune: Part Two” campaign is an AR Lens that uses character design and movie imagery to create an immersive experience that permits users to grow to be Fremen, a fictional group of individuals within the Dune universe, and ride a sandworm. In addition to the Lens, Warner Bros. and Snap have created custom Cameo stickers that allow users to brighten their posts with themes and imagery from the sci-fi blockbuster. Warner Bros. will even run video ads for the film on the platform, which is able to direct users to the movie’s official site where they can buy tickets.
The partnership with Warner Bros. allows the corporate to tap into Snapchat’s large user base, which has now reached 414 million every day energetic users. Much of that following is of the younger generation; the platform reaches over 90% of 13- to 24-year-olds and over 75% of 13- to 34-year-olds in over 25 countries, per details shared by the corporate.
Snap recently reported its fourth-quarter earnings, which revealed a 5% year-over-year revenue increase. The results also showed that greater than 300 million users engage with its AR capabilities each day. Still, the platform has some challenges ahead, having lost 1,000,000 users in North America in Q4.
Aside from its tie-up with Warner Bros., Snapchat also recently ran its first-ever Super Bowl ad, which was tied to its recent campaign, “Less Social Media. More Snapchat.” The effort positions the platform as a uniting alternative to other social media platforms’ divisive qualities.
Read the total article here
