Activision and 72andSunny have found a fun way to capitalize on Snapchat's zombie filter.
Today, the team rolled out a sponsored lens campaign in the U.S. that morphs selfies into zombie faces with "zombie karaoke" sweatbands that sing along (with subtitles) to the classic '80s hit "Relax" by Frankie Goes to Hollywood. Once people record a video of themselves singing the song, they can share it. On Friday, the lens goes live internationally, marking the first time a gaming company has purchased an international lens.
The campaign promotes Call of Duty: Infinite Warfare, which comes out on Nov. 4 and entails battling "the undead in a space-themed amusement park full of deadly zombies as one of four classic '80s archetypes: the jock, the nerd, the valley girl or the rapper."
Last month, Adweek reported brands were buying into Snapchat's bespoke filters that overlay graphics and videos on selfies, selling 14 one-day national ad placements in five weeks. At the same time, Snapchat has started letting brands buy more than one lens at a time. On Wednesday, Disney purchased a sponsored lens for its animated film Kubo and the Two Strings, making it the largest takeover by a brand since 20th Century Fox bought out all the app's lenses back in May to promote the X-Men: Apocalypse movie.
Activision's campaign also includes a Snapchat filter showing zombies creeping into the frame that it will roll out gradually, state-by-state across the U.S.
It's not the first time Activision has had some fun with Snapchat. To launch Call of Duty: Black Ops 3 last year, the brand tweaked Black Ops 2's software to insert Snapcodes into the game that promoted the new version of the game.
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