- Twentieth Century Fox was the first company to run a Sponsored Lens campaign on Snapchat to promote its upcoming "Peanuts Movie."
- Snapchat users using the Lens feature for selfies on Saturday had the option of a filter that would add Peanuts characters to the image.
- The campaign included two separate geofilters, one for day and one for night.
Snapchat has rolled out a new ad unit, Sponsored Lens, and Twentieth Century Fox was the first brand to take advantage of the selfie filter with a one-day campaign on Halloween promoting "The Peanuts Movie" premiering on Nov. 6. Snapchat users taking selfies with the Lens feature on Saturday had the option to add a filter with Peanuts characters, candy corn with the Peanuts theme song playing in the background.
Luke Kallis, the head of West Coast sales for Snapchat, said in a statement, “To see the Peanuts characters that we know and love so dearly become a part of our community’s conversations and moments of self-expression is amazingly fun.”
Snapchat’s other new ad unit is a promoted channel for its Discover portal. Sony was the first brand to sponsor a Discover channel to promote the new James Bond film, "Spectre," which also debuts in November.
Digiday reports that Snapchat wouldn't disclose how much it charged Fox for the sponsored lens ad, but the Financial Times has said the app is charging brands up to $750,000 on holidays, $450,000 for non-holiday days.
Laundry Service CEO Jason Stein told Digiday the new sponsored lenses are a win for advertisers, adding that, “There is no other major platform that offers anything like this ad format — the technology is really unique and impressive. The way to get massive participation in geo-filter and lens ads on Snapchat is by empowering users to create compelling original content around themselves.”