Snapchat is engaged in a game of follow-the-leader at the moment. It releases a new feature, and if it’s a hit Instagram (and increasingly other platforms) mimic it. Often within months.

Here’s the latest: World Lenses now being transferred into floating 3-D graphics.

Zeitgeist?

The new feature is being initially trialled by heavyweights Netflix, Dunkin’ Donuts, and Warner Bros.

The first attempt, by Warner Bros. is a sponsored world lens promoting the film Everything, Everything. It works like this: the lens pulls photos and video taken via Snapchat, and overlays them a decal promoting the film.

Meanwhile Netflix is preparing for a similar campaign promoting female wrestling in the 1980s. Of course.

Baby steps

These first campaigns are sticking to good old fashioned 2D tech, but Snapchat say down the track augmented reality and 3D images will be implemented.

While Snapchat is still trying to find the secret sauce for monetisation, sponsored lenses are having an impact. On average, most users engage with a sponsored lens for 15 seconds before sending.

Snapchat also recently released a design studio, making it easier for SMEs to design geofilters.

If 3D graphics take off for Snapchat advertising, we can’t wait to see what they do with the new Star Wars release.