In Brief

The movie Don't Breathe allows audiences to immerse themselves in the story through the messaging app

Sony Pictures Entertainment (SPE) is the first company to use Snapchat’s newest ad feature for its upcoming thriller Don’t Breathe. The 10-second Snapchat video ad allows users to ‘swipe up’ in order to see a 360-degree version of the trailer. The ad will be rolled out in the United States first and will later be launched in the U.K. and Australia in the upcoming weeks.

The 360-degree ad was created by AvatarLabs, a digital creative agency based in Los Angeles, USA. The technology allows viewers to not only rotate their screens to explore the video, but they can also move forward. There’s even an ‘attachment’ feature where users can select to read the film’s synopsis or view extra images.

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