Snapchat's latest sponsored Augmented Reality experience from a movie studio could be its scariest – and perhaps the most popular – yet.
Sponsored Lens, acquired by Warner Bros. to promote the new horror film, uses background segmentation to provide a largely darkened front camera view. Users are asked to blow out the virtual candle in the foreground, an action discovered through Snapchat facial expressions.
The smoke from the candle turns into the titular appearance behind the user and, if that was not scary enough, the ghostly woman of the cloth then appears in the foreground view. Yay, jump scare!
The experience was previously in 20 other markets before expanding to the US and France. Based on the response to Twitter the Lens has achieved its intended effect by generating buzz.
Despite the growing pull of Snapchat AR marketing, it's not the exclusive promotion of AR experience movies. In fact, this film is not even the only immersive experience used to promote the film, as Warner Bros. has also released a VR trailer (see video below).
Snapchats allow technical innovations on the platform, however It offers unique interactive experiences, such as the use of background segmentation and facial expressions for The Nun Lens.
In addition, the company makes a strong point of view with data that it is an effective platform for disseminating brand messages. According to a Snap spokesperson, sponsored lenses have an average of 10 to 15 seconds of play time before being shared with others. The company also claims that brands benefit from an average increase in advertising awareness by 19 percentage points, a six-point increase in brand awareness and a 3.4 point increase in targets.
This latest Sponsored Lens is targeted at select audiences of Warner Bros., if you do not see it in the Snapchat carousel, you can simply scan the following snapcode to unlock it for yourself.