Snapchat launches an AR-led “Zootopia 2” campaign with OOH takeovers, Sponsored Snaps, and character lenses—extending Disney’s world far beyond the screen.
Snapchat is intensifying its role as a key platform for movie promotion, leveraging its young user base and advanced features. The app’s success in this area was recently quantified in a study by Snap and Samba TV, which found that campaigns promoting new movie releases drove an incremental 79% lift in average ticket sale conversions.
According to Laurel Duquette, Snap’s head of media and entertainment, the platform’s effectiveness stems from its ability to “extend stories far beyond the screen.” Snapchat has previously been utilized for major releases, including Disney’s Avatar: The Way of Water and Warner Bros.’ Dune: Part Two.
‘Zootopia 2’ Goes Multi-Platform and AR-Heavy
The campaign for Disney’s upcoming film, “Zootopia 2,” (set for release on November 26) integrates both digital and Out-of-Home (OOH) elements to immerse audiences in the animated city.
- OOH Activations: The effort will bring the fictional city to life at popular Los Angeles locations, including The Grove and The Americana, leveraging Snap’s Augmented Reality (AR) capabilities to feature characters like Judy Hopps, Nick Wilde, and Clawhauser.
- In-Film Cameo: The partnership extends to the film itself, where viewers will spot an on-screen cameo of Snapchat reimagined as “Snapcat,” visible when the character Clawhauser takes a selfie using an AR Lens during a concert scene.
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Leveraging Snap’s Proprietary Features
The campaign uses several of Snapchat’s unique advertising products:
- Sponsored Snap: The film utilizes Snap’s Sponsored Snap solution, which sends promoted messages directly to users’ inboxes. The ad features a short video of the film’s characters using their phones for a “squad check-in” with each other and with human audiences.
- Branded AR Lenses: Consumers will have access to seven AR lenses inspired by the movie, which will be accessible via a branded AR bar running in the platform’s Lens carousel from November 24 to 27.
This latest effort for Zootopia 2 acts as an extension of Snap’s broader “Say it in a Snap” brand campaign, announced earlier this year, which emphasizes the platform’s core focus on deepening connections among friends and family.
