New campaign includes in-person immersive experiences at Los Angeles locations like The Grove and The Americana as well as 7 new lenses based on characters from the film.
Disney and Snap have launched a new co-marketing campaign centered on the studio’s upcoming animated comedy adventure release, , which hits theaters November 26.The campaign, both on and off the app, features the characters Judy Hopps, Nick Wilde, and Clawhauser, as well as Disney’s own Snapchat community, to connect with friends and “Say it in a Snap.” It includes real-world OOH (out of home) activations, launching today, November 10, across iconic locations in Los Angeles, like The Grove and The Americana.
And once the film is in theaters, audiences can find an on-screen cameo of Snapchat reimagined as “Snapcat,” when Clawhauser takes a selfie with an AR Lens during a Gazelle concert.These Snap Ads and Lenses launch November 24.On Snapchat, fans in the US will receive a Sponsored Snap starring the characters, directly in their Chat inboxes.
The campaign includes seven all-new AR Lenses based on characters from the movie, including Gary De’Snake, Nibbles and Dr.Fuzzby, as well as existing characters Judy Hopps, Nick Wilde, and Flash.They will be available in a -branded AR Bar running organically in the Snap Lens carousel from November 24 to November 27.
Shelly Monahan, Director, Digital Marketing, The Walt Disney Company, said, “ is all about connection, humor, and heart, and bringing that to life beyond the screen with Snapchat has been such a joy.Together, we’ve created new and unexpected ways for fans to interact with their favorite characters and share those moments with friends and family.” “Disney continues to set the bar for world-building and storytelling, and we’re thrilled to collaborate on such an innovative 360 campaign for , said Laurel Duquette, Head of Media + Entertainment, Snap Inc.“Together, we’ve created experiences that blur the line between animation and reality — from AR and digital to real-world activations and in-film integrations.
This partnership shows how Snap’s technology can extend stories far beyond the screen, inviting fans to step directly into the world of Zootopia in new, imaginative ways.”
Dan Sarto is Publisher and Editor-in-Chief of Animation World Network.
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