What was the first brand to sponsor a Snapchat lens?

The first brand to sponsor a Snapchat lens was 20th Century Fox.

The company used Snapchat’s new Sponsored Lens format in October 2015 to promote The Peanuts Movie. The Halloween campaign let users add animated Snoopy and Woodstock effects to their selfies, making it the platform’s first sponsored selfie-lens campaign.

Taco Bell became one of Snapchat’s most memorable early lens advertisers with its giant taco lens in May 2016. That campaign generated enormous engagement and is often cited in discussions of Snapchat advertising, but it was not the first sponsored lens.

The distinction is between the first Sponsored Lens campaign and later high-profile branded lenses. Contemporary accounts consistently identify 20th Century Fox as the first advertiser to purchase the format, so Taco Bell should be replaced.