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Paramount Pictures partners with Snapchat to turn New Zealanders into Transformers

Paramount Pictures is giving New Zealanders a Transformers-themed makeover on Snapchat to celebrate the release of Transformers: The Last Knight.

The campaign has seen Paramount Pictures New Zealand partner with Snapchat to create a filter that puts a mask of characters Optimus Prime and Bumblebee on the user.

Transformers: The Last Knight is the fifth film in the Transformers series and launched in New Zealand last week with hype generated on the Paramount Pictures Facebook page in the form of competitions, giveaways and promo videos. If the previous movies are anything to go by, it’s set to be a hit as the third and fourth instalments, Transformers: Dark of the Moon and Transformers: Age of Extinction, took in over $1 billion worldwide each.

The campaign is thought to have been developed by Y&R, but the agency has not yet responded to request for comment.  

The Transformers Snapchat campaign follows a similar effort for the release of Alien: Covenant in May. By 20th Century Fox, Mish Guru, and Fox’s digital creative agency, Wove, the campaign transformed users into the film’s Xenomorph villain.

It was New Zealand’s first paid Snapchat lens.

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