The new James Bond flick Spectre is now being featured in the Discover section of Snapchat which has been created specifically to promote the film's release.
The promotional gimmick, which is said to be accessible to Snapchat users for a period of 24 hours, will offer behind-the-scenes footage, interviews with the cast and crew and a number of preview tidbits. The film feature is said to have rolled out beginning on Sunday at midnight Pacific time.
"Today only on Snapchat you can access #SPECTRE content on the first-ever Discover channel created for a film," tweeted James Bond (@007).
— James Bond (@007) October 26, 2015
Users can expect to see a number of interesting highlights from the movie that include messages from the film's cast members such as Naomie Harris (Moneypenny) and Dave Bautista (Mr. Hinx); photos taken from the film's numerous locations (Austria, Mexico and Italy); the exhilarating car-chase scene that was filmed in Rome; breathtaking view of the filming done in the Austrian alps; signature action sequences that the film has always been known for; behind-the-scene interviews with the film director Sam Mendes and with female stars Monica Bellucci and Lea Seydoux on their Bond characters.
Snapchat's placement of the film as an ad feature on its Discovery section is the latest move so far in the company's ad experimenting venture. Its first attempt had somehow received negative reactions from users when the company promoted the Hollywood horror movie Ouija last year.
With the majority of its user base being made up of millennials, Snapchat has since then concocted a number of unique ways to gain stronger attention. This include allowing advertisers to mix their ads along with content coming from the company's media partners. Moreover, advertisers can now create branded geo-filters which then allows users to spread logos by themselves. Lastly, Snapchat has provided advertisers an access to interweave their messages with the daily roll out of its live news stories.
Adding Spectre on the company's high-demand Discover section definitely marks its biggest step yet to become the popular destination for native programming. Since it is no secret that Snapchat places high price tags on their ads, the film's placement is highly likely a costly arrangement.
Snapchat had so far remained silent on the real score when asked about pricing and other plans for sponsored content in the future.
Users who were able to view the content or have taken a screenshot were then given a prompt that allows them to message their friends in Snapchat with the words "Come see Spectre with me!"
The movie recently had a premier release in the U.K. It is slated to hit the U.S. theatres on Nov. 6.