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Snapchat will now let brands create animated objects like the popular dancing hot dog

By Tanya Dua
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Remember the dancing hot dog on Snapchat?

Now any brand will be able to create its own dancing 3D objects in augmented reality.

Snapchat announced on Thursday that brands can buy Sponsored 3D World Lenses that will let users drop animated branded objects into their snaps. The objects can be resized, moved, and brought to life with just the tap of a finger. Brands will be able to purchase lenses as national ads or audience-targeted ads. 

The announcement was made by Snap chief strategy officer Imran Khan on the closing day of Advertising Week in New York.

Brands including Warner Bros and Bud Light have been testing the new product, with the former already running a lens to market the movie "Blade Runner 2049."

This is Snapchat's latest attempt to beef up on advertising revenue, and is likely to be a gold mine. The hotdog lens, for context, was viewed more than 2 billion times.

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Tanya Dua
Tanya Dua
Tanya was a senior reporter at Business Insider, covering all things advertising, media and marketing.  She specifically focused on brands (both big brands and DTC upstarts) and ad agencies, and how their businesses are being shaped by technology and culture, as the analog world reckons with digital. She also wrote about Amazon, Facebook, Google, and other tech companies' impact on the ad industry as well as the blurring lines between retail and advertising. Here's a small sample of some of her work: Gap's earnings are skyrocketing. Here's how the retailer brought itself back from the brink by revamping its marketing and products. Snap is on a growth tear. We talked to 22 insiders about how the once-flailing company got advertisers to fall in love with it and reversed its sales slump. Inside Barbie's comeback: How Mattel repositioned the 60-year-old doll as a woke role model and reversed its sales slump The rise and fall of Crispin Porter Bogusky: How the hottest ad agency lost its mojo Inside the biggest independent ad agency, The Richards Group, where some say an old-school culture that included all-male retreats fueled racism and sexism Inside the rise of Netflix's new 'badass' CMO, who rubs elbows with Anna Wintour and the Obamas and handled crises at Uber and Papa John's 15 Quibi insiders detail Jeffrey Katzenberg's tight control of the startup's content and intense leadership as he tries to avoid disaster after raising $1.8 billion Glossier employees just sent an open letter alleging mistreatment and discrimination at the company — but staffers have long complained of issues of mistreatment and discrimination at the trendy beauty brand's stores $1 billion startup Rent the Runway has furloughed 35% of its employees. Its future is now in question as coronavirus ravages retail. Juul just laid off 650 workers after federal investigations rocked the company. Workers who were affected describe how it was handled and what they saw leading up to it. How a high-flying media executive with a $1 million annual paycheck and big plans to revamp the LA Times found himself out of a job after 5 months At Vice Media's once high-flying ad agency Carrot, a founder is out and insiders describe a hostile culture toward women Before joining BI, Tanya was a reporter at Digiday. She holds a Master of Science in Journalism from Columbia University. 
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