Marketing

Snapchat gets Ariana Grande merch lens and TuneMoji GIFs


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The latest artist testing Snapchat lenses as a marketing tactic is Ariana Grande. A lens based on her new ‘Sweetener’ album lets fans virtually try on a tie-dyed face mask, with a ‘shop’ button enabling them to tap through and buy the $20 merchandise.

(If you, like us, are boggling at the thought of paying $20 for a face mask, this one comes with a digital copy of the album plus access to the presale for Grande’s upcoming tour, just like the ‘Sweetener Pass’ product we wrote about earlier this week).

It’s an example of how Snapchat is not just using music in its AR lenses, but is incorporating its e-commerce features too.

There is more Snapchat music news today too: a partnership with startup TuneMoji. The latter is bringing its animated ‘MusicGIFs’ to the social app. MusicGIFs? Those would be looping video clips with added audio – music clips.

The deal follows TuneMoji’s recent appointment of former Musical.ly exec Alex Hofmann to its advisory board, having taken investment from the likes of Sean Parker and Will I Am.

Stuart Dredge

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