Dancing Snoopy helps Snapchat unleash first Lenses sponsorship

20th Century Fox reportedly paid $750,000 for the 24-hour activation, which ties in with upcoming movie release

Snapchat’s new animated Lenses feature is getting a Halloween makeover courtesy of Charlie Brown and the Peanuts gang. 

Snapchat users will soon be able to animate their Snapchat selfie videos with a dancing Snoopy and Woodstock, announced 20th Century Fox. The studio will launch the first-ever Sponsored Lenses on Halloween, one week before the Nov. 6 theatrical release of "The Peanuts Movie."

The always-popular candy corn can be vomited out of Snapchat users’ mouths as part of the Lenses feature. This is a modification of the rainbow vomit addition users can put to their Snapchat videos. The Halloween special will be available from 12 a.m PST Saturday morning.

The holiday-specific sponsored feature is reported to cost Fox up to $750,000 just for the 24-hour period, according to the Financial Times, and will be as pricey for brands wanting to sponsor on other holidays like Thanksgiving and Black Friday. Non-holiday Snapchat Lenses ads will run an estimated $450,000. 

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free