Ghostbusters’ Snapchat Ad Lets Users Use Both Sides of the Phone’s Camera to Add Filters

App's first 'dual lens' campaign

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Despite poor initial reactions to the YouTube trailer for this summer's Ghostbusters reboot, Sony Pictures is pulling out all the bells and whistles to promote the movie—including a big push on Snapchat that targets folks who may not be familiar with the original '80s version of the film.

Today, the film studio purchased Snapchat's sponsored lens—an ad unit that fits alongside the app's popular whacky and colorful graphics that overlay selfies. The one-day campaign is billed as the first campaign on the app that uses both sides of a phone's built-in camera lens.

Here's how it works: When a user presses their finger to the screen to apply a Snapchat lens to their face, a Ghostbuster-sponsored filter is the first one that pops up. Using a phone's front-facing camera, Snapchatters can shoot the character Slimer from the film with a virtual proton pack. The ad also encourages consumers to toggle to the phone's rear-facing angle, which triggers slime to fall down the screen. Meanwhile, the iconic music from the film plays in the background.

"Whether it's dog ears or flower crowns, face swapping or alien eyes, Snapchat's popular portfolio of lenses are highly engaging pieces of content that fans truly love," Elias Plishner, evp of digital marketing for Sony Pictures said in a statement.

In addition to the lens, Ghostbusters is also running vertical video ads within Discover—the section of the app where roughly 20 publishers crank out daily content—with 10-second teasers that promote the film.

The film studio also partnered with ride-sharing app Lyft last week to offer free themed rides in New York, San Francisco, Los Angeles, Boston and Washington, D.C.

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