Snapchat viewers are able to view the trailer with the new Lens and take a Snap of their reactions.
Paramount Pictures partners with Snapchat’s first-ever augmented reaction (AR) lens for the release of the trailer of the upcoming feature film “Top Gun: Maverick.” This is a whole new marketing strategy to promote movie trailers and let users interact with the movie trailers more.
The release of the Snapchat trailer came last Monday and people have mixed reactions since the launch. The AR lens featured the latest trailer of the movie Top Gun: Maverick which stars Tom Cruise reprising the iconic role of Pete “Maverick” Mitchell.
How does it work?
Snapchat users are able to experience the trailer-reaction AR lens by wearing a virtual pilot’s helmet resembling the main character of the film. The trailer can be viewed in a horizontal split-screen where the movie trailer stays on top and the AR face lens is right below it.
Users can view the trailer by using Snapchat’s camera and can take snaps of their reaction while watching the trailer in a real-time setting. This offers Snapchat users and fans to an immersive trailer-watching experience. The AR lens experience let them feel the thrill of being a jet-flying fighter pilot, the character of Tom Cruise in the film.
The lens likewise includes a “watch trailer” button for viewers to see the full trailer directly within the app. This is available using the Shoppable AR e-commerce tools of the app itself.
The AR lens can be accessed in the app’s AR carousel for iOS and Android users and is available in the U.S and Canada. The experience will be arriving in the UK, France, Germany, Brazil, and Mexico “in the coming days” as Snapchat’s spokesperson released in a statement.
Snapchat’s growth in the entertainment industry
Snapchat’s new feature has become a standard for movie advertising and been experienced with famous film studios such as Terminator: Dark Fate, X-Men: Dark Phoenix, and John Wick 3: Parabellum. Its popularity reached other areas of the entertainment industry as well as HBO on the TV side and Drake and Ariana Grande in the music industry. The gaming publisher, Blizzard, also incorporated lens in its gaming platform too.
YouTube first broke into the AR experience as it launched Disney’s Maleficient: Mistress of Evil. Snapchat’s AR lens looks similar to that of YouTube but this didn’t keep Snapchat form experimenting with their options. Augmented Reality has also been used in advertising for their online stores and products.
Maybelline, which is a drugstore make-up brand, has also used AR and integrated it into their advertising and marketing campaign. Consumers can try on different shades of lipsticks and see if it matches their skin color. The AR works by using the users’ phone cameras. Brands and SMBs are also now trying to integrate AR into their campaigns.