Paddington 2 embraces Facebook masks in promo push

The Paddington filter in action

StudioCanal has released Facebook masks as a means of engaging fans of the iconic Paddington Bear in the run up to the release of the sequel movie.

Users can adopt Paddington’s hat and duffle coat, creating sharable content such as images and videos in a way many studios are embracing, albeit varying between Facebook and its rival Snapchat.

The filters were created by Havas agencies Cake and Fullsix media in collaboration with StudioCanal.

Jamie McHale, digital marketing manager at StudioCanal, said: “Paddington is loved by kids, their parents and grandparents, and Facebook’s Augmented Reality camera allows us to make the story come alive for children of all ages.

“We’re thrilled that Paddington 2 is breaking new ground in this way.”

The feature hits cinemas 10 November.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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