In 1975, The Rocky Horror Picture show became a pioneer in audience participation and fan passion.
In 2016, Fox re-imagined the show for today's viewer. Along with it, we also wanted to modernize the social experience with the show. We wanted to blend art and technology to inspire people to interact with Rocky Horror like never before.
Snapchat's augmented-reality Lens allowed us to do just that.
Using Snapchat's Lens product, we transformed users into one of the most iconic characters in history – Dr. Frank N Furter.
Set against the classic Time Warp song, the transformation then allowed users to blow a kiss to their friends. Their lipstick stuck to the screen, shaped just like the famous Rocky Horror lips.
And, as one of Snapchat's firsts, the lens allowed two people to participate at the same time. Fans loved the rare opportunity to blow kisses to and alongside their friends.
More than 3.5 million people used the lens to blow a kiss to their friends. And more than 40 million people saw their kisses.
With so much chatter, Nielsen ranked Rocky Horror as "the #1 most social scripted live special this TV season".
Great Scott, were we happy with those numbers!