Snapchat, for those of you not in the loop, is a very popular image messaging app that allows you to send photos or videos that self-destruct after 10 seconds of the receiver viewing them. Alternatively, you can add photos/videos with a caption or doodle and add it to your 'story' - a 24-hour collection of your photos/videos which can be broadcasted to the world or just your followers.
So, for 24 hours this past Monday (5/23) Snapchat users in the U.S. were able to transform themselves into any of nine different characters from the 'X-Men' movie via Snapchat Lenses, and then send these photos/videos to their friends, family, and acquaintances or post them to their 'story' timelines. The movie opens this Friday (5/27) to start the Memorial Day holiday weekend. The nine 'X-Men' characters available were: Apocalypse, Cyclops, Mystique, Storm, Nightcrawler, Magneto, Quicksilver, Professor X, and Beast.
Through a link the user can purchase advance tickets directly from Fox's Snapchat ad from either Fandango or MovieTickets.com. The 'X-Men' ads are also running across multiple channels in the Snapchat Discover section of People, BuzzFeed, Food Network, Vox, Vice, and Wall Street Journal apps.
This use of Snapchat is an innovative first in ticket purchasing and could turn out to be a very lucrative way to solicit and sell movie tickets. CMG will keep a watch on it.
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