The Future of Mobile

Snapchat and Warner Brothers launch first voice-activated promotional lens

Alyssa Clementi

Snapchat and Warner Brothers have collaborated to launch the app's first-ever voice-activated lens to promote new movie Shazam!, ahead of its premiere in April. Snapchat users can access the lens by scanning the Snapcode, which can be found on Shazam! posters and online. The lens can then be activated by the user shouting “OK, Shazam!”.

In promotion of the DC Film, users will then be transformed into their own superhero. The movie features a 14-year-old boy who can magically change into the adult version of himself, which happens to be Captain Marvel, after shouting out “Shazam". 

The Shazam! lens is available in more than 20 countries, including the UK, France and Mexico. Snapchat has also posted videos of celebrities using the lens to better promote the film, including stars Zachary Levi, Asher Angel, and Jack Dylan Grazer.

Snapchat has been known to use AR to create a more interactive experience for users. The app has already launched lenses that react to both visual and audio cues. However, this is the first time AR and voice activation has been used to promote a movie. According to Snapchat, one-third of its 186m daily users access lenses each day, which rounds out to about 62m users.