Snapchat Transforms World Landmarks into Barbie Colors with Augmented Reality Campaign

Transform tourist sites around the world and put them in the colors of Barbie. Impossible ? Snapchat did. On the occasion of the release of the American-British feature film Barbieco-written and directed by Greta Gerwig, Snapchat and Warner Bros are teaming up for an unprecedented marketing campaign.

The campaign uses augmented reality, specifically Snapchat’s Landmarker format, to transform famous landmarks around the world into Barbie colors. The sites concerned are the Eiffel Tower in Paris, the Coliseum in Rome, the Tower Bridge in London, the Harbor Bridge in Sydney and the Brandenburg Gate in Berlin.

A virtual Barbie wardrobe

Snapchat users will be able to scan these locations using the Barbie lens and see them transform into hot pink and pastel versions, creating an immersive experience in the Barbie universe. The goal of this activation is to reach Snapchat’s young and valuable audience, which has more than 383 million daily active users and reaches more than 90% of people between the ages of 13 and 24 in more than 20 countries.

In addition, still as part of this campaign, Snapchat offers a lens (augmented reality filter) that allows users to virtually try on outfits inspired by those worn by actors Margot Robbie and Ryan Gosling in the film. The virtual wardrobe will include several outfit and accessory options, all inspired by costumes from the film, which users will be able to try on using augmented reality.