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2015: 20th Century Fox buys first sponsored lens on Snapchat to promote Peanuts Movie

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.

Today’s marketing moment is the first-ever sponsored lens on Snapchat, which was purchased last year by 20th Century Fox to promote the Peanuts Movie.

The Halloween-themed lens featured characters Snoopy & Woodstock and let users virtually inhale candy corn into their mouth. Aside from the lens, two sponsored Snapchat filters featured Snoopy and his iconic red dog house.

According to Avatar Labs, the agency behind the digital campaign, the execution “garnered tens of millions of interactions.”

While 20th Century Fox was the first brand to purchase a sponsored Snapchat lens, it is far from the last. Brands including Gatorade, Totino’s and Taco Bell have since bought their own lenses on the platform, and many more are sure to come.

See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.

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