Snapchat's Newest Lens Is Kardashian-Themed (Exclusive)
The messaging app has teamed up with E! to release a special Kardashian-themed lens in honor of the 10th anniversary of 'Keeping Up With the Kardashians.'
Keeping up with the Kardashians is becoming a little easier, thanks to a new Snapchat lens.
On Sunday, the messaging app will introduce a lens — what Snapchat calls the face filters and other special effects that augment a snap — that will turn users into the newest member of the Kardashian/Jenner clan. People who use the lens will find themselves decked out in a glittery dress with long, wavy hair surrounded by matriarch Kris Jenner and her five daughters: Kourtney, Kim, Khloe, Kendall and Kylie.
The lens was created using greenscreen footage that each member of the family shot exclusively for Snapchat. Snapchat will use its "face in video" technology to place its users in the middle of the action.
The lens is the latest in a string of deals between Snapchat and NBCUniversal's E! Entertainment, including a Snapchat show with Kylie Jenner and a smart filter, both tied to the launch of her E! show, Life of Kylie. NBCU earlier this year invested $500 million in the IPO of Snapchat's parent company.
"We partnered with Snap to create a social experience that fans across the country can enjoy in celebration of the 10th anniversary of Keeping Up With the Kardashians," said Jen Neal, executive vp marketing and executive producer of live events at E! "By using the lens, fans can create a shareable moment that allows them to become an honorary member of the Kardashian/Jenner family."
The lens will become available nationally this Sunday as part of the reality show's 10th anniversary special. A Snapcode — one of the company's custom QR codes — will air on E! during its Keeping Up With the Kardashians marathon, unlocking the lens for Snapchat users.
Snapchat set itself apart from other messaging apps in its early days with lenses that would turn users into animals like dogs or apply elaborate makeup to their faces. The app now also works with partners to release lenses featuring well-known properties, including a Pikachu-themed lens and a Bacardi-sponsored lens in which a user could star in a Major Lazer music video.