A new Snapchat lens sponsored by the upcoming Ghostbusters reboot has pushed the popular medium to new bounds.
Sony Pictures, the studio behind Ghostbusters, purchased a one-day sponsored lens today aimed at young Snapchatters who might not be familiar with the franchise, utilizing both the forward and back-facing cameras on a smartphone. This marks the first-ever so-called “dual lens” campaign, according to AdWeek.
The filter, which features the famed Ghostbusters logo, lets users attempt to shoot the character Slimer with their front-facing cameras and a virtual proton pack, AdWeek reports. Toggling to the rear-facing camera causes slime to trickle down the screen as the franchise’s theme song blares in the background.
In addition to the sponsored lens, Ghostbusters is also running 10-second video teaser ads within Snapchat’s Discover section. “Whether it’s dog ears or flower crowns, face swapping or alien eyes, Snapchat’s popular portfolio of lenses are highly engaging pieces of content that fans truly love,” Sony’s EVP of digital marketing, Elias Plishner, said of the Ghostbusters campaign in a statement.
Earlier this year, another bold-faced franchise experimented with sponsored lenses on Snapchat. In anticipation of X-Men: Apocalypse, 20th Century Fox overtook all of the ephemeral platform’s lenses for 24 hours, enabling fans to transform themselves into various X-Men characters, including Beast, Professor X, Quicksilver, Apocalypse, Storm, Nightcrawler, Cyclops, Mystique, and Magneto. Prices for a sponsored lens are rumored to range from $350,000 to $750,000 per filter.