Dive Transient:
- Warner Bros. launched a marketing campaign on Snapchat to advertise the upcoming launch of “Dune: Half Two,” in response to particulars shared with Advertising Dive. The film debuts March 1.
- Key to the trouble is an augmented actuality (AR) lens and customized Cameo stickers, which is able to run alongside video adverts for the movie. Snapchat customers can faucet the adverts to be directed to a microsite the place they will buy tickets.
- The AR Lens is now stay within the U.S. and Canada and can be launched to world markets beginning Feb. 28. The tie-up between Snapchat and Warner Bros. follows the duo’s partnership final yr for a world marketing campaign round mega-hit “Barbie.”
Dive Perception:
Forward of the discharge of “Dune: Half Two,” Warner Bros. is trying to drum up pleasure by way of Snapchat, a platform that might assist the corporate win over the important thing youthful demographic. Amongst moviegoers, it’s price noting that Snapchat customers are 1.7 occasions extra more likely to see a film on opening weekend than non-Snapchat customers, in response to the NRG.
The centerpiece of the “Dune: Half Two” marketing campaign is an AR Lens that makes use of character design and film imagery to create an immersive expertise that permits customers to turn out to be Fremen, a fictional group of individuals within the Dune universe, and journey a sandworm. Along with the Lens, Warner Bros. and Snap have created customized Cameo stickers that permit customers to brighten their posts with themes and imagery from the sci-fi blockbuster. Warner Bros. may also run video adverts for the movie on the platform, which is able to direct customers to the film’s official website the place they will buy tickets.
The partnership with Warner Bros. permits the corporate to faucet into Snapchat’s massive consumer base, which has now reached 414 million every day lively customers. A lot of that following is of the youthful technology; the platform reaches over 90% of 13- to 24-year-olds and over 75% of 13- to 34-year-olds in over 25 international locations, per particulars shared by the corporate.
Snap just lately reported its fourth-quarter earnings, which revealed a 5% year-over-year income improve. The outcomes additionally confirmed that greater than 300 million customers have interaction with its AR capabilities each day. Nonetheless, the platform has some challenges forward, having misplaced 1,000,000 customers in North America in This fall.
Apart from its tie-up with Warner Bros., Snapchat additionally just lately ran its first-ever Tremendous Bowl advert, which was tied to its current marketing campaign, “Much less Social Media. Extra Snapchat.” The trouble positions the platform as a uniting various to different social media platforms’ divisive qualities.
