The X-Men have taken over Snapchat, or at least their filters.
The popular social media platform has partnered with Twentieth Century Fox to give users the opportunity to fulfill their childhood dreams of being a superhero — or supervillain — all through the magic of transformative lenses. In celebration of the release of “X-Men: Apocalypse,” the first-ever Lens takeover allows snapchatters to transform into their favorite mutants for the next 24 hours.
And it’s a literal takeover, since all of the regular face warping lenses are temporarily gone and have been replaced with nine X-Men characters: Storm, Mystique, Beast, Professor X, Magneto, Quicksilver, Apocalypse, Cyclops and Nightcrawler.
The promotion also includes the first-ever movie ticketing ad unit on Snapchat, allowing users to purchase tickets to “Apocalypse” through May 26 by swiping up on the ad.
The ticketing unit is similar to the vertical video ads Snapchat users have been accustomed to seeing. Those who come across an “X-Men” ad within the Discover channels can swipe up on the screen and will be able to buy tickets through Fandango or MovieTickets. Users will also be able to view movie trailers and browse through other featured content all within the Snapchat app.
“X-Men: Apocalypse” is the ninth installment of the blockbuster franchise, and hits theaters on May 27.