Snapchat released its latest lens — Pikachu Lens. The company partnered with The Pokemon Company International.
Users of this lens will see the character’s ears, nose, and red cheeks over their face. When they open their mouth, they would hear Pikachu’s voice as it strikes a pose or jumps on the screen.
This move is a part of Nintendo’s effort in opening its IP to more platforms. If it’s successful, we could expect to see more filters for other Pokemon characters.
The mother company of Snapchat continues to experience a decline in its stock since its IPO while it deals with Instagram and Facebook copying its key features. This partnership is perfect for Snapchat that targets a demographic that’s crazy about Nintendo’s pocket monsters.
Since Snapchat needs a brand juice, Pokemon and Pikachu could boost its brand.
The lens’ quality isn’t great. However, if you’re a fan of Pikachu, then you would surely enjoy it. The lens is available now for a very limited time, so grab it now while you still can.
Why Lens works?
Snapchat Lenses work for brands because they’re fun. Users have a lot of fun time with them.
And when they’re having fun, they spread the word to their friends with the brand on their faces.
Unfortunately, the fun element is a hindrance to some brands. For example, banks and other luxury brands may find it difficult to choose a perfect lens to go along with their ads. That’s why not all lenses managed to go viral.
Only a few of them actually picked up.
One of the Lens’ disadvantages is that it’s difficult to tell about the message of the brand. The primary goal of using it is to raise awareness.
But not all brands can cope with that. Right now, Lenses are exciting.
After seeing them several times, they would get boring.
For that reason, a lot of marketers requested more data from the app. They wanted other metrics beyond the views and engagements.
Marketers wanted to see how those Lenses they created could impact their bottom line.
Recently, the company worked with third-party companies to offer marketers with metrics, such as reach, brand resonance, and completion rate, among others. Brands that utilize Snapchat Lenses considered those updates to be working for them.
Snap’s awful earnings report
The Q2 earnings report of Snap was horrible. And the dancing AR hot dog didn’t help even though it gathered billions of views.
To prove confidence in their company, Snap’s co-founders, Evan Spiegel and Bobby Murphy, agreed never to sell their shares this year.
They will retain shares they owed to so they could pay for necessary taxes. But it won’t be for long considering that there are only a few months left in the year.
The Other revenue of Snap accumulated $5.4 million. It would equate to 41,500 pairs of Spectacles.
The company doubled its original Shows that launched on its platform in the second quarter.
Each episode gained over 10 million views. After launching Snap Map, submissions to its Our Story feature increased by 30 percent.