The Test Your Alpha Instagram AR Effect allowed us to tap into one of the main themes of Teen Wolf: The Movie on social – finding your pack. Our goal was for fans to use the filter and share across social to find a pack of their own while also promoting the release of Teen Wolf: The Movie.
We partnered with vendor Saucealitos to create the Test Your Alpha AR Effect, available to fans on both Instagram and Snapchat. Fans were encouraged to navigate to the effect and howl as loud as they could to transform into a werewolf and get a werewolf ranking of Alpha, Beta or Omega. Once complete, fans took videos and photos to share their results across social and find the other members of their pack.
We promoted the experience across all Teen Wolf social platforms and asked that fans tag us in their results so we could help spread their content across the social landscape. Through this experience, fans could literally transform into a werewolf in the style of Teen Wolf: The Movie and use the howl-meter to see where they fell in the werewolf ranks. The Triskelion symbol represented the rankings -- turning red, blue or yellow depending on which ranking the user received. The symbol itself is commonly known for being part of Derek Hale's storyline in the original series and the film, so the symbol helped lean into the nostalgia factor of the series ahead of the release of the film.
The Test Your Alpha AR Effect was massively successful. On Instagram, the effect has over 431K impressions, 351K opens and 8K shares. This means that the effect was seen on screen over 431K times, opened in the camera over 351K times and shared via Instagram Stories, messages or posts 8K times. This is one of the most successful AR Effects for MTVE and is wildly successful for one of Teen Wolf's first AR Effects in general. Within Snapchat, fans viewed the Test Your Alpha lens over 544K times, was activated in the camera in app over 505K times, and has been shared on Snapchat over 11.3K times. Fans were sharing their results all across social -- inclusive of Instagram, Snapchat and Twitter. The numbers for this AR Effect are wildly impressive as our Snapchat account is extremely new, proving that the Teen Wolf fandom follows us to whatever platform we navigate to.
