To promote the upcoming Shazam movie from Warner Bros., Snapchat is adding a voice-activated augmented reality (AR) effect when the user says, “Shazam!” This promotions aligns with how Billy Batson, the 12-year-old protagonist of the film, transfer into a fully-grown super hero.

While adding audio triggers into its Lens toolkit is significant, Snapchat has integrated this effect before – last May, the company launched a set of Lens options that responded to both visual and audio cues. However, considering that one third of Snapchat’s 186 million daily active users play with Lenses every day, brands can tap into this audience in order to increase exposure drastically through innovation and a willingness to participate with a brand.