Snapchat has announced Apple-owned Beats headphone 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. The Beats lens puts special effects over people’s photos, superimposing cartoonish headphones over their ears, floating bubbles out of their head and streaming light out of their mouth. 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.
The campaign marks Snapchat’s attempt 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. Snapchat revealed today that 10 percent of its users, or 10 million people, send lenses every day. The app claims to have 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.