Dive Brief:
- Warner Bros. launched a campaign on Snapchat to promote the upcoming release of “Dune: Part Two,” according to details shared with Marketing Dive. The movie debuts March 1.
- Key to the effort is an augmented reality (AR) lens and custom Cameo stickers, which will run alongside video ads for the film. Snapchat users can tap the ads to be directed to a microsite where they can purchase tickets.
- The AR Lens is now live in the U.S. and Canada and will be released to global markets starting Feb. 28. The tie-up between Snapchat and Warner Bros. follows the duo’s partnership last year for a global campaign around mega-hit “Barbie.”
Dive Insight:
Ahead of the release of “Dune: Part Two,” Warner Bros. is looking to drum up excitement via Snapchat, a platform that could help the company win over the key younger demographic. Among moviegoers, it’s worth noting that Snapchat users are 1.7 times more likely to see a movie on opening weekend than non-Snapchat users, according 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 allows users to become Fremen, a fictional group of people in 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 decorate their posts with themes and imagery from the sci-fi blockbuster. Warner Bros. will also run video ads for the film on the platform, which will direct users to the movie’s official site where they can purchase tickets.
The partnership with Warner Bros. allows the company to tap into Snapchat’s large user base, which has now reached 414 million daily active 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 company.
Snap recently reported its fourth-quarter earnings, which revealed a 5% year-over-year revenue increase. The results also showed that more than 300 million users engage with its AR capabilities every day. Still, the platform has some challenges ahead, having lost a million 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.
