The newest sponsored augmented actuality expertise on Snapchat from a film studio is perhaps its scariest — and maybe hottest — but.
The Sponsored Lens, bought by Warner Bros. to advertise the brand new The Nun horror film, makes use of background segmentation to offer a principally darkened front-facing digicam view. Customers are requested to blow out the digital candle within the foreground, an motion that is detected through facial cues by Snapchat.
The smoke from the candle transforms into the titular apparition behind the person and, if that wasn’t scary sufficient, the ghostly girl of the fabric then pops up within the foreground view. Yay, leap scares!
The expertise beforehand ran in 20 different markets earlier than increasing to the US and France. Primarily based on the reaction on Twitter, the Lens has achieved its supposed impression by producing some buzz.
Regardless of the growing traction of Snapchat AR advertising and marketing, it isn’t the unique province for selling movies utilizing AR experiences. In truth, for this film, it is not even the one immersive expertise used to advertise the movie, as Warner Bros. has additionally printed a VR trailer (see video under).
Nevertheless, Snapchat’s technical improvements on the platform allow it to supply uniquely-interactive experiences, corresponding to using background segmentation and facial cues for The Nun Lens.
Furthermore, the corporate makes a powerful case with information that it’s an efficient platform for spreading model messages. In keeping with a Snap spokesperson, Sponsored Lenses common 10 to 15 seconds of playtime earlier than they’re shared with others. The corporate additionally asserts that manufacturers profit from a mean 19 share level elevate in advert consciousness, a six level elevate in model consciousness, and a three.four level elevate in motion intent from Sponsored Lenses.
This newest Sponsored Lens is focused to demographics chosen by Warner Bros., so in case you do not see it within the Snapchat carousel, you’ll be able to simply scan the Snapcode under to unlock it for your self.