The lens is reportedly the first to include music from the film it is promoting, adding an extra sensual experience and building upon previous movie lenses previously distributed by the app.
It features songs 'All Eyez on Me' and 'California Love' which can be altered with the raising of an eyebrow. The action alters the song generating a dynamic blend of music and visual media.
Promoting the campaign is fly posting in nine UK cities, 12 sheets in the London Underground, press ads in the Metro & NME, and in-cinemas activations.
Rachel Masuku, head of digital, Lionsgate UK, said: “Our target audience are digital natives with snapchat as one of the first apps they open in a day, so it was an no-brainer to work with Snapchat on the campaign for All Eyez On Me. Snapchat came to us with the idea of a music filter and it was the perfect answer to the brief, as we wanted to showcase his music, that so many people know and love.
“By keeping it classy and clean and all about the music we created a lens that works for everyone. Lionsgate strive to be first to market, push those boundaries and are big champions for integration of the wider marketing campaigns. So, we ensure activations like this are pushed out on our other channels such as outdoor and print; all the key touch points people interact with on a daily basis. Snapchat, aside being one of the biggest platforms out there, constantly push the creative boundaries, which is why we love working with them.”
The lens is available from today 29 June.
Check out the lens below.
— John McCarthy (@JohnGeeMcCarthy) June 29, 2017