McDonald’s first Australian brand to create Snapchat lens

Lindsay Bennett
By Lindsay Bennett | 11 August 2016

McDonald’s is no small fry on the Snapchat scene, launching the first sponsored lens in Australia that will turn you into a life-sized burger.

Earlier this year, McDonald’s rolled out paid geofilters, but this is the first time it is taking advantage of the popularity of the face filters feature.

The lense launched this morning with the golden arches appearing in the corner. Two people can appear in the image, one as a Big Mac and one as a packet of fries. The campaign was created by VML and OMD.

maccas snapchat lense

Speaking to AdNews McDonald’s Australia director of digital Mark Wheeler says: “McDonald’s has a really good relationship with Snapchat. We were one of the first filters on the platform. We had the opportunity to bring the heart of our business to life - a Big Mac and fries. We are really happy with the results.”

The McDonald’s filter is similar to the Mexican-themed lense rolled out by Taco Bell in the US a few months ago.

taco bell snapchat

Previously, the lens feature have been used in Australia to promote movies including The Peanuts Movie and Batman V Superman. Now Snapchat is on the ground here in Australia, it is likely more brands will get on board with the filter ad offering.

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