Barbie ‘takes over’ the Sydney Harbour Bridge in AR campaign

The Sydney Harbour Bridge will be transformed into a landmark from Barbie Land after Snapchat launched an AR campaign in partnership with Warner Bros Discovery.

Ahead of the movie’s premiere in cinemas later this month, Warner Bros Discovery selected eight landmarks around the globe and gave them a rebrand with Barbie’s iconic colour palette.

Apart from the Harbour Bridge, these locations include the Eiffel Tower, the Coliseum, Tower Bridge, Brandenburg Gate, Statue of Liberty TCL Chinese Theatre and Capitol Building.

The AR technology allows visitors to transform the landmarks into Barbie-inspired locales.

For those not near the locations, and for other Barbie fans, Snapchat has also rolled out an AR try-on lens for users to try on a variety of pink and pastel outfits.

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Snapchat launched a monetisation pilot program in Australia and New Zealand in 2022, allowing creators to earn from their lens creations.

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