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Snapchat Uses Sponsored Lenses to Promote 'The Peanuts Movie'
By: Jessica Cherok
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Snapchat is making you part of Snoopy and the gang. The photo-sharing app has introduced a new sponsored lens featuring Snoopy.

The lens is part of 20th Century Fox’s promotion of The Peanuts Movie, coming out November 5, 2015. Snapchat users can find the lens with the other animated lenses available in the app. Snoopy won’t be hanging out on your photos forever, though. After 24 hours, the lens will change to another.

Snapchat was previously successful with its attempt at imbedding ads within the app. In October 2014, it slyly dropped a trailer for the movie Ouija into users’ updates. Snapchat users were surprised and freaked out.

With previous advertising efforts, Snapchat has allowed its users to opt out of seeing ads. Clearly, since users have to select the animated lens for The Peanuts Movie, they are opting in to advertising, whereas they may have elected to opt out of ads elsewhere in the app’s feed. 

Snapchat has been slowly introducing ads to its app over the last year. Before the ads showed up in users’ feeds, sponsored lenses relied on users for promotion. If Facebook’s sponsored filters are any indication, sponsored lenses on Snapchat will likely be a hit as well.

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About the Author
Jessica Cherok is an advocate for online privacy, campaigning for ethical data practices and the protection of personal privacy.
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