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X-men Snapchat filter takeover leaves frequent users frustrated

Twentieth Century Fox unveiled its X-Men: Apocalypse campaign on Snapchat yesterday. As part of the push, a series of filters were introduced to let fans overlay their selfies with famous characters from the franchise; a gambit that has not gone down well with some Snapchatters.

Regular users of the messaging app are disgruntled that their beloved 'Dog Face' and 'Rainbow Sick' lenses have disappeared from the platform as part of the exclusive takeover, which has seen Fox purchase the whole filter reel.

Typically, brands pay for one sponsored lens which features at the start of the sticker lineup, but this time around the usual overlays have been discarded.

The move left some snappers perturbed.

Some, meanwhile, chose to innovate and to make the best of the situation.

The promotion did go down well with some fans.

It's not known how much Fox paid for the ads, but previous reports suggest that sponsoring a lens can cost anything between $450,000 to $750,000, depending on the date.

Moviegoers are also being given the chance to buy tickets to see the film via Snapchat, with Fox being the first brand to use the social platform's ticketing ad unit.

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