Sony Pictures Launches Snapchat’s First 360-Degree Video Ad
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.
The film’s plot centers around three young adults breaking into a blind veteran’s house but end up being hostages themselves as they fight to escape the home. SPE wanted to highlight the story in its marketing campaign through engaging and shareable social media content.
Aaron Whale, SPE senior vice president of international digital marketing, commented that:
“Snapchat presents its advertising in a great way. We wanted to make people have that feeling where a stranger with super human abilities is coming at you. With the new technology, people can also view the ad from different angles.
Audiences increasingly expect more from us and, as a result, digital marketing departments now have more access to provide higher quality content to satisfy this thirst for engaging content through the mobile phone.”
In addition to SnapChat, SPE also collaborated with director Fede Alvarez to create a special screening of the film for online influencers. Tastemakers including Acacia Brinley, Hannah Stocking, Julia Kelly, Kingsley, and Paz were invited to Spain to watch the movie and latter immersed in an escape-room-type scenario to recreate Don’t Breathe. The influencers were captured using night vision and GoPro, and shared their experiences on social media channels.
Since Snapchat streamlined its ad offerings earlier this year, we’ve seen more and more brands using the social media app as a way to engage with a younger audience through interactive content.