Snapchat is looking to capitalise on the upcoming festive season with a commemorative sponsored lenses offering.
Pitched as a win/win for consumers and brands, Snapchat users will be able to add SFX to their images with sponsored lenses from partner brands.
The product will debut on Halloween with the Financial Times stating that the slew of upcoming Halloween horror flicks represent the most likely candidates to get involved. By literally plastering an ad on users, Snapchat cultivates brand engagement and generates a daily buzz during the holidays.
With the implementation of animated overlays just last month, which had users vomiting rainbows, Snapchat encourages creativity and gives users a reason to keep on snapping.
The app is reportedly charging $750,000 per lens on peak days, ‘Halloween’ for example. This figure drops to $450,000 when off-peak with the company claiming the initiative will reach its 100m users. As part of the package, a team under the employ of Snapchat will be charged with designing the overlays once a partnership has been established.
With the feature, Snapchat opens up a fourth, seemingly lucrative revenue stream, upon its Discover, daily story ads and paid replays.