Warner Bros. Taps Branded Puzzle-Game Lens To Engage Snapchat Users

What Happened
Warner Bros. is the first brand to use Snapchat’s recently added puzzle-game Lens to engage with users. As part of its promotional campaign for the upcoming movie King Arthur: Legend of the Sword, the studio created a Snapchat Lens that would overlay a crown and a robe on the selfies and turn them into an interactive mini-puzzle game where users move tiles around to reassemble the edited selfies. This sponsored Lens first ran on Saturday.

What Brands Need To Do
This serves as the latest example of brands exploring the unconventional ad products that Snapchat offers in hopes of connecting with mobile users. While studios buying sponsored Snapchat Lens is not exactly new, (last May, for example, 20th Century Fox bought the first-ever Snapchat Lens takeover ad to promote its X-Men movie.) this gamified Lens from Warner Bros. brought some interactivity into the mix to further drive engagement.

As Snapchat’s ad business start to catch up to its rapid growth, the company is presenting brands with a lot of interesting opportunities to explore what the future of mobile advertising looks like. Therefore, it is time for brands to reconsider their media mix and consider adjust the ad budget to include emerging global channels like Snapchat so as to reach customers at scale.

Source: Variety

Manager of Strategy & Content, IPG Media Lab