Photo source: Snap Newsroom
Snapchat has increasingly become a key channel for movie marketing, especially among its predominantly younger audience. In 2022, Disney teamed up with Snap on an AR lens for “Avatar: The Way of Water,” followed by Warner Bros. using the platform to promote “Dune: Part Two.” More recently, “Wicked” became the first title to tap into Snap’s new Sponsored Snaps feature, which delivers branded messages directly to users’ inboxes.
A recent study from Snap and Samba TV found that Snapchat campaigns for new movie releases generated a notable 79% increase in average ticket sale conversions. According to Laurel Duquette, Snap’s head of media and entertainment, the platform performs especially well for film marketing because it can “extend stories far beyond the screen.”
The “Zootopia 2” campaign aims to bring the film’s world to life on and off Snapchat, combining digital elements with OOH activations across Los Angeles. Characters like Judy Hopps, Nick Wilde and Clawhauser appear throughout the creative, which uses Snap’s AR tools to recreate the feel of Zootopia in real-world locations such as The Grove and The Americana. The effort also ties into Snap’s “Say it in a Snap” brand platform and includes a Sponsored Snap featuring film characters. Audiences will even spot a playful nod inside the movie itself when Clawhauser takes a selfie with an AR Lens – showing Snapchat reimagined as “Snapcat.”
The campaign also taps into Snapchat’s Sponsored Snap format, delivering a short video in which the film’s characters take selfies for a playful “squad check-in” with each other and with fans. The Sponsored Snap will reach U.S. users, while consumers can also try seven movie-inspired AR lenses available through a branded AR bar in Snapchat’s Lens carousel from Nov. 24–27.
