Snapchat’s First Sponsored Lens Stars ‘Peanuts’ and a Stream of Candy Corn

Hollywood movie pitches Halloween-themed ads

Headshot of Lauren Johnson

Brands are now sponsoring your Snapchat selfie. Twentieth Century Fox is the first marketer to buy the app's Sponsored Lens format to promote The Peanuts Movie, which premieres on Nov. 6.

On Saturday, Snapchat users who use the Lens feature to take a picture or video of themselves will see a filter marked as sponsored from the film to celebrate Halloween. Clicking on the icon will overlay images of Peanuts characters Snoopy and Woodstock around the selfie while the show's theme song plays. According to Snapchat, "an endless stream of candy corn" will pour out of the mouths of pictures that use the filter, similar to its popular vomiting rainbow feature

The ad will go live at midnight Saturday and run for 24 hours before disappearing. 

Snapchat rolled out the "Lenses" feature in September, and the ad unit has reportedly been in the works for about a month.

The company did not disclose the price of the ad, but the Financial Times reported that the one-day ad costs $750,000 during a big holiday like Halloween.

The film studio will also run two geo-filters to add icons to pictures. Digital agency AvatarLabs was behind the campaign.

The Sponsored Lens is the second new ad unit Snapchat has unveiled this week. On Monday, Sony Pictures ran the first promoted channel in Snapchat Discover to push the upcoming James Bond film, Spectre.

In addition to Snapchat, 20th Century Fox ran a massive video ad on the homepage on Wednesday to market the film.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.