Sony's Screen Gems has partnered up with Snapchat to create a first of its kind 360-degree interactive lens for its upcoming film Underworld: Blood Wars.
The filter not only transforms you into a vampire, but also turns the world around you into a a snowy landscape. The lens has a "Snap to unlock" feature wherein a promotional code on billboards and posters can unlock the lens from within Snapchat. It will also be available from directly within the app on December 29th.
Read more here on Advertising Age.