Snapchat has landed Apple-owned Beats as the first consumer product brand to run a Sponsored Lens campaign.
On Black Friday, Snapchat users will be able to use the lens to dress up their selfies. The lens resembles Snapchat’s first popular one, which altered people’s appearance and had them playfully barfing rainbows. The Beats lens puts similar special effects over photos, superimposing cartoonish headphones over people’s ears, floating bubbles out of their heads and streaming light out of their mouths. And it’s musical, set to a Drake song, “Big Rings.”
“Through the Lens, Beats is giving Snapchatters the opportunity to engage and communicate with their brand in a personal and dynamic way,” Snapchat said in a statement today, announcing the campaign.
The campaign marks the latest attempt by the Los Angeles-based messaging app to monetize the animated filters, which launched in October. It sold the first Sponsored Lens for the Charlie Brown movie “Peanuts,” then launched a lens store.
Special lenses are sold in the in-app store, and the branded lenses, like this Beats one, are free to consumers.
Today, Snapchat revealed that 10 million lenses are sent every day among its 100 million daily users.
The company has been exploring new formats for digital advertising since it first sold sponsored snaps last year. It was early to push advertisers to experiment with vertical video on mobile devices, and now it’s challenging them to up their brands with animated filters.
It has attracted top brands, now including Apple, and has been visiting ad agencies more to educate them on the platform.
Still, some advertisers are skeptical about the app because it doesn’t have nearly the infrastructure of an advanced rival like Facebook.
Snapchat reaches the millennials coveted by advertisers, but lacks the targeting and reporting capabilities to prove the success of ad campaigns. Digital video advertising increasingly relies on brands’ ability to hyper-target specific videos to different audience segments, and independently measure viewability and sales impact.
Some major media buyers are waiting to see if Snapchat can fully develop its video ad product and are unwilling to spend big bucks on fun but fleeting lenses.
“Filters? That’s not how you build a billion-dollar business,” said one digital media buying executive. “But what they’re doing is different, and I applaud that. It is interesting.”
It clearly interested Apple, which is not known for leading the way with experimental social media marketing. Its first ever social media campaign was on Tumblr, last year.
Now, Beats, the headphones brand it acquired from Dr. Dre, has social media savvy, which appears to be rubbing off on Apple.
Apple Music has a Snapchat account as does Beats By Dre.
With the lens campaign, Beats will use popular Snapchatters to help promote the campaign, showing that the platform is starting to embrace its high-profile members. Influencers are increasingly important to Snapchat marketing campaigns just like they are on Tumblr or YouTube.
“This campaign is very on-brand for Beats, who is powering the experience, but inviting talent, the talent’s fans, and their own fans to bring the Lens to life creatively,” Snapchat said.
Spotify cancels six true crime podcasts amid layoffs, Gimlet-Parcast merger
Spotify is canceling six shows and laying off 200 people as it merges its Gimlet and Parcast units to push its podcast business towards profitability.
As AI spreads across the marketing landscape, data’s role will be key to success or danger
There’s a growing awareness of the risks inherent in AI's ultra-powerful potential, but whether enough steps are being taken to mitigate them remains a huge question mark.
‘Not the future’: European publishers remain steadfast in blocking alternative IDs to third-party cookies
Some European publishers believe alternatives to the third-party cookies, probabilistic or deterministic, will do more harm than good to their ads businesses.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
Media Briefing: Why Leaf Group spun off its media arm into a standalone company
World of Good's newly appointed CEO Lindsey Abramo spoke with Digiday about her plans to lean into experiential and embrace niche vs. scale.
Dentsu’s latest ad report shows slowed growth, driven mostly by inflation
The good news in Dentsu's ad forecast is that there's still growth. The bad news: most of the growth is the result of inflation, while real ad pricing actually dropped a bit.