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Snapchat’s First Sponsored Lens Features “Peanuts” & A Candy Corn Stream

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The brand invasion of Snapchat selfies starts on Halloween.
Fox Studios has purchased the first “Sponsored Lens” to promote “The Peanuts Movie” set for release next week. Tomorrow Snapchatters who activate the Lens feature while shooting a picture or video of themselves will be able to overlay Peanuts characters on their selfies. Snoopy, Charlie Brown and Woodstock will make appearances and people will have the option to show an “endless stream of candy corn” pouring out of their mouths, modeled after Snapchat’s rainbow vomit feature. The animated overlays will be accompanied by the “Linus and Lucy” theme song.
Snapchat introduced the Lens feature in September, giving its users a playful way to dress up their selfies with animated special effects.
The Sponsored Lens feature is the second new ad unit Snapchat is rolling out this week. The new James Bond movie, “Spectre,” got its own Discover channel on Monday as Snapchat continues its push to monetize its audience of 100 million daily users.
The company isn’t revealing how much it is charging for these high-profile sponsorships, but they are pricey, with multiple reports putting the cost of Sponsored Lenses on holidays at around $750,000. A Recode source said Snapchat is telling advertisers to expect 12 million to 16 million people to use sponsored lenses on holidays. That’s apparently enough incentive for entertainment brands to continue experimenting with Snapchat advertising.
The Peanuts Lens will be activated at midnight Pacific time and be available for 24 hours. The studio is also sponsoring Peanuts geofilters that will be active in the US tomorrow.

About The Author

Martin Beck
Martin Beck is Third Door Media's Social Media Reporter, covering the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+

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