NBC Will Unlock 'Hairspray' Snapchat Lens During Thanksgiving Parade

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In an effort to better exploit a Snapchat ad buy, NBC will use traditional media to promote its Snapchat lens for the upcoming live broadcast of "Hairspray" the musical.

During the Macy's Thanksgiving Day Parade, NBC will air a commercial that includes a Snapcode, which viewers can scan with their phones using the Snapchat app to get a "Hairspray" lens ahead of the live broadcast on Dec. 7.

The Snapcode will also be promoted during "The National Dog Show," NFL games on Thanksgiving and in late night. There will also be print elements, with the Snapcode appearing in US Weekly, NY Magazine and TV Guide.

Similarly, FXX will also be using Snapchat and Snapcodes to promote its Simpsons 600 Marathon, which kicks off Thanksgiving Day. During the 13-day event the network will air the first 600 episodes of the animated series. FXX will introduce three Snapchat filters on Wednesday and during the marathon it will feature Snapcodes in commercials that will unlock exclusive Simspon filters. There will be seven filters -- static photo overlays, as opposed to the animated lenses -- in all.

NBC's 'Hairspray' Snapcode.
NBC's 'Hairspray' Snapcode. Credit: NBC

And Fox used Snapchat during the broadcast of its remake of "The Rocky Horror Picture Show" in October. During the broadcast, Fox aired several Snapcodes, which allowed viewers to unlock exclusive filters in real time.

Netflix also used Snapcodes last month to promote its revival of "Gilmore Girls." It pasted Snapcodes on coffee cups that were handed out at pop-up Luke's Diner cafes.

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