DreamWorks Animation is karate-chopping its way through consumers? hearts with a filter on Snapchat advertising the latest Kung Fu Panda film, exhibiting how the platform has become a mobile marketing staple. 

The film studio is tapping into a demographic that is likely to be interested in seeing Kung Fu Panda 3 in theaters, as Snapchat boasts a wide range of young users. The filter was available over the New Year?s weekend, with a banner wishing users a Happy New Year held up by various pandas.

A slew of brands have taken to Snapchat celebrating various holidays with their own respective filters, to raise promotion for products, campaigns, films and a variety of other marketing efforts. Kung Fu Panda 3?s latest filter captures consumers? attentions celebrating the holiday, and gives them the tools to promote the film.


Kung Fu Panda 3's Snapchat filter to celebrate New Year's Eve 

Users who were interested in the film or celebrating the New Year shared the filter with others on Snapchat and other social media platforms, creating a user-generated promotional experience. This form of advertising creates a much more positive sentiment toward the brand, as consumers are much more receptive to content from friends and family rather than brands creating transparent campaigns. 


DreamWorks Animation shares multiple filters to ring in the New Year

The Snapchat filters are a part of the marketers' push towards non-advertising advertising, fueled by consumers? non-interest in interruptive advertising, which was the industry standard in the past. Mobile was the biggest disruption for advertising, and marketers need to think out of the box to capture consumers? attentions. 

The Kung Fu Panda filter allows users to be interactive with the brand, as well as their friends which creates a stronger bond. The film has likely created a lasting impression for users who saw the filter over the weekend. 

Similarly, Major League Baseball World Series attendees shared pictures and video featuring dynamic geofilters on Snapchat that incorporate scores and statistics relevant to the games, helping to escalate the hype (see more). 

Nonprofit Feeding America also raised awareness of the hunger problem in the United States with a comprehensive mobile-driven campaign that took the typical selfie activation to the next level by leveraging Snapchat for an out-of-home engagement opportunity (see more). 

"It is important for brands to find a way to capture people's attention and to become the brand's advocate," Mr. Becker said. "Countless studies over the years have pointed out how trusted world-of-mouth recommendations are an important  source for generating awareness for goods or service, leads and increasing loyalty. 

"In fact, a December, 24 study from Expertcity notes how family or friends are the most trusted source of information, a whopping 81 percent in their study agree," he said. "So, when people share the panda through their images they?re promoting the film and people will more than likely trust the support."