Sony Pictures is taking over Snapchat today to promote the upcoming James Bond: Spectre film.
The movie studio is the first paying marketer to nab a channel in the app's Discover section, which features daily content from 15 publishers, including BuzzFeed and People, at the top of the screen. (Such publishers get the channel space for free in exchange for their content, and they share ad profits with Snapchat.)
The James Bond story is labeled "sponsored," and clicking on it pulls up a series of 14 photos and behind-the-scenes videos from the movie. For example, director Sam Mendes explains how a scene was filmed to look like a party for the Mexican holiday Day of the Dead in one clip. Another video prompts users to "swipe up" to get a sneak-peek of a car chase through Rome.
Similar to Snapchat's other Discover content, Sony Pictures' ad will only be available for 24 hours before disappearing.
Up until now, brands that wanted to advertise in Snapchat Discover could only do so within publishers' stories as sponsored content or interstitial ads.
Brands can also place ads within Snapchat's Live Stories—a section that groups photos and videos from live events—to hit specific demographics. Through the end of this week, Jim Beam is running a fall-themed campaign to promote an apple-flavored bourbon.