Hasta La Creative!

Augmented reality ads are breaking out of messaging apps and coming to the mobile web in a new campaign from Lionsgate.

The film studio has created an animated selfie filter that’s much like a Snapchat lens to promote the new movie “Jigsaw,” the latest installation in the “Saw” franchise, and is distributing it with an ad buy across the mobile web.

The effort is not related to Snapchat. In fact, Lionsgate separately bought a Snapchat lens for “Jigsaw”and the special effects there look a little more sophisticated than the mobile web campaign. And the mobile web ads have to ask permission to access people’s cameras, something Snapchat users have already authorized.

Continue reading at AdAge.com