The 2016 Emmys was once again a big event on Twitter, with hundreds of thousands of tweets circulating throughout the night using the hashtag #emmys or # emmys2016, both accompanied by a custom Jimmy Kimmel emoji when applied.
But one element you may have missed was that new image filtering option used by the cast of Netflix’s hit “Stranger Things”.
As you can see, the image addition here is not a typical sticker, it moves, which is more like Snapchat’s face editing lenses. And while it won’t crawl and respond to your actual facial movements, this is a new offering for Twitter and signals that they too are looking at Snapchat’s features and thinking about how they can be applied to their platform.
To clarify, this image filter was published via an iPad app called Twitter Challenger, only available for VIP users at important events: you can see, via TweetDeck, the app through which this video was published.
Twitter Challenger is an extension of Twitter’s other celebrity app, Twitter Mirror, and was developed by Twitter in association with Mokriya.
According to the Mokriya website:
“Twitter Challenger is a leading live event app that allows VIP users to participate in customized Twitter challenges. It is designed to capture fun and creative photos, GIFs and videos to share with fans, with the aim of increasing exposure and engagement. ”
Using the Twitter Challenger, event planners can offer attendees a challenge, usually tied to a hashtag – in this case, the hashtag appears to be #UpsideDown.
The app has been used in various events including the Global Entrepreneur Summit.
And while the features made available in the app don’t necessarily translate to actual Twitter, it’s interesting to see them experiment with animated video lenses and think about how they might be applied if and when they need to be. made more widely available.
The Stranger Things animation appears to be one of the first they have tried and would undoubtedly be hugely popular if released to the public. If it generates engagement and interest, you can bet that Twitter will try to spread it more widely and it’s easy to imagine other links and movie promotions where this option could be used.
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