Lionsgate UK has launched an OOH campaign for the new SABANS Power Rangers movie featuring Snapchat’s Snap to Unlock feature on the posters, the first time a film advertiser in the UK has done so. The campaign has been planned and executed by Carat and Posterscope.
Running on London Underground sites with wifi, the campaign will allow the 10 million daily Snapchatters to unlock exclusive SABANS Power Rangers Movie filters.
Snapchatters can snap a unique Snapcode on the poster using their camera to unlock an exclusive Power Rangers character filter which they can use to take a selfie and send to friends. They can also unlock the Snapcodes on TV and online advertising to access the exclusive Snapchat filter.
Rachel Masuku, Senior Digital Marketing Manager at Lionsgate, said, “Integration is at the heart of Lionsgate UK’s marketing matrix. Snapchat was one of our key partners on this film and one that truly embraces the integration of digital into all platforms. Snapchat provides a fun and engaging way for fans to have fun with the characters and share their passion for the Power Rangers franchise. We placed our Snapcode on our TV, VOD, Print and Outdoor, giving Power Rangers fans the opportunity to interact with the posters and access the exclusive Snapchat filters via the Snap to Unlock feature throughout their daily routines.”
Anishka Fernando, Senior Client Manager, Posterscope, added: “Touchpoints shows us that 99% of smartphone owners use the internet on their phone while OOH during the week, so this campaign taps into current user behaviours. Moreover we know from our past campaigns and Outsmart research that OOH boosts mobile performance so this campaign will take an interesting look specifically at OOH’s effect on social performance.”
Snapchat Filters are art overlays placed on Snaps. Snapcodes are scannable images that link directly to Snapchat. They can be used to add friends, unlock special features like lenses and filters, connect to and subscribe to Publisher Stories and Shows, and link to other content via a URL.
The new Power Rangers Movie hits cinemas in the UK on March 24, 2017.
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