Disney, Snapchat blur the lines between AR and IRL for 'Zootopia 2'

"The campaign is meant to bring the world of Zootopia to life both on and off the Snapchat app. Included in the effort are out-of-home activations across Los Angeles along with a Sponsored Snap that will feature characters from the movie. Snapchat users can also unlock seven different augmented reality (AR) lenses inspired by the film's characters through a branded AR Bar."

"while "Wicked" was the first property to use Snap's then-new Sponsored Snaps feature, which sends promoted messages directly to users' inboxes. Notably, Snapchat campaigns promoting new movie releases drove an incremental 79% lift in average ticket sale conversions, according to a recent study from Snap and Samba TV. The platform's particular success with films stems from its ability to "extend stories far beyond the screen," said Laurel Duquette, Snap's head of media and entertainment, in a statement."

Disney and Snapchat partnered on a multichannel campaign promoting Zootopia 2 that extends Snap's "Say it in a Snap" brand campaign. The campaign brings the Zootopia world on and off the Snapchat app through out-of-home activations across Los Angeles, a Sponsored Snap featuring movie characters, and seven augmented reality lenses accessible via a branded AR Bar. Zootopia 2 includes an on-screen cameo of Snapchat reimagined as "Snapcat." Prior Snapchat film promotions included AR lenses for Avatar and campaigns for Dune and Wicked. Snap and Samba TV data showed a 79% lift in average ticket sale conversions for Snapchat movie campaigns.

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