Universal Studios and Snapchat Launch 'Halloween Kills' Lenses
Niko Pajkovic — October 15, 2021 — Marketing
Universal Pictures has teamed up with Snap Inc. to launch an interactive, AR-enabled marketing promotion for its new film, 'Halloween Kills.' The promotional push comes in the form of new Snapchat lenses created using state-of-the-art volumetric capture technology.
The playful promotion is straightforward to access. All users have to scan a unique Snap code to unlock the new lenses, which feature a 3D model of Michael Myers engulfed in flames. Once activated, users will watch as the horror villain approaches them with his iconic butcher knife.
To develop the creepy new lens, Universal Pictures enlisted an actor and tapped Metastage, a volumetric capture studio, where they developed 3D images of the performer's movements. In addition to placing Myers in fans living rooms, the Snap Chat campaign also includes a selfie option that transforms users into his bloodied victim.
Image Credit: Snap Chat Inc., Metastage
The playful promotion is straightforward to access. All users have to scan a unique Snap code to unlock the new lenses, which feature a 3D model of Michael Myers engulfed in flames. Once activated, users will watch as the horror villain approaches them with his iconic butcher knife.
To develop the creepy new lens, Universal Pictures enlisted an actor and tapped Metastage, a volumetric capture studio, where they developed 3D images of the performer's movements. In addition to placing Myers in fans living rooms, the Snap Chat campaign also includes a selfie option that transforms users into his bloodied victim.
Image Credit: Snap Chat Inc., Metastage
Trend Themes
1. Ar-enabled Horror Movie Campaigns - Bringing horror movies to life through AR on social media platforms such as Snapchat creates an immersive experience for users, generating buzz and interest for new films.
2. Volumetric Capture Technology - Utilizing innovative volumetric capture technology to create interactive AR experiences on social media platforms drives engagement and brings new life to traditional marketing methods.
3. Interactive Promotions - Interactive promotions through AR experiences on social media platforms allow for unique and personalized advertising opportunities, increasing brand awareness and creating a stronger connection with customers.
Industry Implications
1. Entertainment - The entertainment industry can use AR-enabled campaigns to promote new movies, TV shows, and even live events, to create a unique and immersive experience for audiences.
2. Social Media - Social media platforms like Snapchat can use AR technology to provide users with interactive experiences that create a stronger connection with the app, increasing its users and keeping them engaged for longer periods.
3. Marketing and Advertising - Utilizing AR-enabled campaigns in marketing and advertising can drive user engagement and create unique interactive experiences, attracting new customers and creating a deeper connection with existing ones.
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