Viacom turns to Snapchat to market new movie

Viacom International Media Networks (VIMN) has struck a deal to air an exclusive premiere of the trailer for Lionsgate’s upcoming movie Absolutely Anything, starring Simon Pegg, Kate Beckinsale and Robin Williams, on MTV’s Snapchat Discover account in the UK. 

The trailer for the British comedy will be available tomorrow for one day only on the photo messaging platform as part of a wider deal that includes integrated sponsorship of the MTV daily edition within the Discover Snapchat platform around the release of the trailer, as well as closer to the theatrical launch in August.

MTV said it had previous success using Snapchat when it incorporated the app into its digital marketing campaign for series six of its UK reality show Geordie Shore.

“We are constantly looking for innovative and creative ways to work with our partners who want to engage with the MTV demographic.  This partnership with Lionsgate gives us a great opportunity to provide our fans with content we know will excite them, while Snapchat offers us the perfect platform to reveal this world exclusive straight to their most cherished devices,” said Philip O’Ferrall, senior vice-president, digital, VIMN.