Warner Bros. Collaborates with Snapchat for AR Campaign to Promote “Dune: Part Two”
Warner Bros. has launched a strategic campaign on Snapchat to generate buzz around the highly anticipated release of “Dune: Part Two,” set to debut on March 1, as per details shared with Marketing Dive.
Central to the campaign is an augmented reality (AR) lens and custom Cameo stickers designed to run alongside video advertisements for the film. Snapchat users can interact with the ads, tapping them to access a microsite where they can purchase tickets for the movie.
The AR Lens, already available in the U.S. and Canada, will roll out to global markets starting February 28. This collaboration marks another joint effort between Snapchat and Warner Bros., following their successful partnership last year for a global campaign centered around the blockbuster film “Barbie.”
Recognizing Snapchat’s ability to engage a younger demographic, Warner Bros. aims to leverage the platform’s reach to build excitement for “Dune: Part Two.” According to the NRG, Snapchat users are 1.7 times more likely to see a movie on opening weekend compared to non-Snapchat users, making it a crucial platform for film promotion.
At the heart of the campaign is an immersive AR Lens that transports users into the world of “Dune,” allowing them to embody the fictional Fremen characters and ride sandworms. Additionally, custom Cameo stickers enable users to incorporate “Dune” themes and imagery into their posts. Warner Bros. will complement these interactive elements with video ads directing users to the movie’s official ticket-purchasing site.
Partnering with Snapchat grants Warner Bros. access to the platform’s extensive user base, which boasts 414 million daily active users globally. With a significant portion of its audience belonging to the younger demographic, Snapchat reaches over 90% of 13- to 24-year-olds and over 75% of 13- to 34-year-olds in more than 25 countries.
Snapchat’s recent fourth-quarter earnings report revealed a 5% year-over-year revenue increase, with over 300 million users engaging with its AR capabilities daily. However, the platform faces challenges, evidenced by a loss of one million users in North America in Q4.
In addition to its collaboration with Warner Bros., Snapchat made its debut Super Bowl ad recently, reinforcing its campaign, “Less Social Media. More Snapchat.,” positioning the platform as a unifying alternative amid the divisive landscape of other social media platforms.
