Apple-owned headphones manufacturer Beats has become the first consumer product brand to run a Sponsored Lens on Snapchat, promoting its Black Friday sale with a Drake-soundtracked lens that lets people customise their selfies.

The lens closely resembles Snapchats first popular non-sponsored effort, which made people vomit rainbows, widened their eyes and gave them rosy cheeks. The Beats lens also widens peoples eyes, while placing a mirror-ball effect in their mouth, having the top of their head explode with Beats-themed confetti and, most importantly, placing a pair of the companys headphones on their ears.

“Through the Lens, Beats is giving Snapchatters the opportunity to engage and communicate with their brand in a personal and dynamic way,” said a Snapchat spokesperson in a statement announcing the campaign.

According to Snapchat, 10 per cent of its users send lenses every day, and given the apps reported 100m daily users, that is a huge potential audience. Special lenses are sold via the apps store page, while branded ones are offered for free.

The company has also launched a holiday channel on its Discover publisher portal. The channel is curated by DIY publisher collective Brit + Co, with sponsorship from Google, and will run between 27 November and 3 December, then again from 18 December to 24 December.

“Here at Brit + Co, we love connecting with our readers wherever we can,” said Brit Morin, founder and CEO of Brit + Co. “We will be sharing all things creative, colourful and holiday-related on Snapchat Discover. From festive DIYs to Christmas jingles to holiday recipes, youre going to be seeing a lot more of B+C.”