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Warner Bros. is Getting Interactive for Dune 2

Recognizing the power of social media and augmented reality (AR), Warner Bros. launched a dynamic campaign on Snapchat that not only engages fans but also drives ticket sales.

The centerpiece of the campaign is the use of AR lenses on Snapchat, allowing users to immerse themselves in the world of Dune 2. These lenses transform users' surroundings into scenes from the movie, transporting them to the epic landscapes and characters of the Dune universe. By leveraging AR technology, Warner Bros. creates an interactive and immersive experience that resonates with fans and builds excitement for the film.

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In addition to AR lenses, Warner Bros. has strategically placed interstitial ads on Snapchat that users can click to be directed to purchase tickets for Dune 2. This seamless integration of advertising and user engagement streamlines the ticket-buying process, making it easier for fans to secure their seats for the movie.

Branded AR lenses puts an emphasis on user-generated content (UGC) by encouraging users to create and share their experiences with the Dune 2 lenses. This amplifies reach and awareness and generates a slew of earned media for the movie. Not only does this amplify the reach of the campaign, but it also creates a library of UGC that Warner Bros. can repurpose for content (pending approval from the original creators) to extend the lifespan of the theatrical release.

Warner Bros.' use of AR technology on Snapchat for the marketing campaign of Dune 2 is a testament to the studio's commitment to innovation and fan engagement. By creating an immersive and interactive experience, streamlining the ticket-buying process, and leveraging user-generated content, Warner Bros. has successfully connected with fans and built anticipation for Dune 2 in a memorable and impactful way that can easily be replicated by other TV and film companies.

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