Case Study: X-Men: Apocolypse achieves 251M+ plays and +13pt brand awareness with Snapchat Lens Takeover

X-Men: Apocolypse - Customer Case Study

20th Century Fox partnered with Snapchat to promote the upcoming release of X‑Men: Apocalypse, facing the challenge of creating a striking, highly shareable campaign that would boost brand affinity and drive theater watch intent among Snapchatters while generating strong word-of-mouth.

They executed a one-day Lens Takeover that replaced all Snapchat Lenses with nine X‑Men character Lenses, transforming users into mutants and encouraging sharing. The campaign delivered 251M+ plays and 298M+ views, with an average play time of 109 seconds (equal to 56 years of play in one day), drove Brand Awareness up +13 points (7× mobile norms), and lifted Theater Watch Intent by +25% (over 3× mobile norms).

X-Men: Apocolypse