To coincide with the cinematic release of Alien: Covenant, 20th Century Fox is bringing New Zealand’s first paid Snapchat lens to life by transforming users into the film’s Xenomorph villain.
Snapchat marketing specialists Mish Guru will provide the platform for the New Zealand campaign, and Fox’s digital creative agency, Wove, will be managing its execution on Fox’s social channels.
“With Snapchat being one of the fastest-growing social networks, 20th Century Fox NZ is thrilled to be the first company in New Zealand providing Kiwis access to content that to date has only been available overseas,” says Neil Lambert, 20th Century Fox NZ’s managing director.
“The paid Snapchat lens celebrates Ridley Scott’s Alien: Covenant releasing in cinemas on May 11 and will be live for Kiwis to enjoy turning themselves into an alien for 24 hours.”
Earlier in the week, 20th Century Fox also launched an Alien: Covenant Geofilter which allowed fans in New Zealand to take photos with a looming (and drooling) Xenomorph lurking in the corner. Fans were able to access the Geofilter via a special Snapcode promoted via Fox’s social media accounts.
Its social campaign also included a frightening stunt at Hoyts Sylvia Park which thrust members of the public into a staged room of horrors.
When Snapchat announced in March that it was launching ad campaigns in New Zealand, Air New Zealand was the first local brand to partner with the social media company by creating a national Geofilter.
Earlier this month, Snapchat also introduced its Ad Manager platform which would allow marketers to manage, optimise and view reporting on their campaigns. It would enable all Snap ad types (app install, long-form video, webview), targeting capabilities, goal-based bidding (‘bid for swipes’ and ‘bid for installs’) and reporting metrics become made available, and advertisers will also be able to manage key assets directly within the tool.
More than twenty brands currently have early access to the Ad Manager and the platform will become broadly available in New Zealand from next month.