Disney and Snapchat Team Up for Zootopia 2 Promotion
Introduction to the Campaign
Disney and Snapchat have partnered for a multichannel campaign to advertise the upcoming release of “Zootopia 2”. This campaign can also be an extension of Snap’s “Say it in a Snap” brand campaign, which focuses on deepening connections with family and friends. The effort goals to bring the world of Zootopia to life each on and off the Snapchat app.
Key Elements of the Campaign
The campaign includes out-of-home activations across Los Angeles, together with a Sponsored Snap that features characters from the movie. Snapchat users can unlock seven different augmented reality lenses inspired by the film’s characters through a branded AR Bar. “Zootopia 2” may even include an on-screen cameo of Snapchat reimagined as “Snapcat”, where Clawhauser takes a selfie with an AR Lens during a concert.
Snapchat as a Movie Promotion Platform
Snapchat has develop into a well-liked platform for movie promotion, as brands try and win the eye of the app’s core younger user base. In 2022, Disney partnered with Snap to create an augmented reality lens promoting “Avatar: The Way of Water”. Since then, Warner Bros. used the platform to advertise “Dune: Part Two”, while “Wicked” was the primary property to make use of Snap’s then-new Sponsored Snaps feature.
Effectiveness of Snapchat Campaigns
According to a recent study from Snap and Samba TV, Snapchat campaigns promoting recent movie releases drove an incremental 79% lift in average ticket sale conversions. The platform’s success with movies stems from its ability to “extend stories far beyond the screen”, said Laurel Duquette, Snap’s head of media and entertainment.
Bringing Zootopia to Life
The “Zootopia 2” campaign features each digital and OOH elements that bring the animated Zootopia city to life. OOH activations will span popular Los Angeles spots, including The Grove and The Americana, and can leverage Snap’s AR capabilities. The campaign also leverages Snapchat’s Sponsored Snap solution, featuring a brief video of the film’s characters using their phones to take selfies for a “squad check-in” with one another and with humans planning to see the film.
Conclusion
The partnership between Disney and Snapchat for the promotion of “Zootopia 2” is an incredible example of how social media platforms might be used to bring movies to life and interact with younger audiences. With its unique features, equivalent to augmented reality lenses and Sponsored Snaps, Snapchat has proven to be an efficient platform for movie promotion, driving significant increases in ticket sales. As the entertainment industry continues to evolve, it can be exciting to see how social media platforms like Snapchat proceed to play a key role in promoting recent releases and connecting with fans.
