Snapchat, Prime Video turn Sydney Harbour into Númenor for The Rings of Power finale
Snap has partnered with Prime Video Australia and Rufus powered by Initiative to launch an AR takeover of the Sydney Harbour Bridge.
The announcement:
To promote the first season finale of The Lord of the Rings: The Rings of Power, Snap, together with Prime Video Australia and Rufus powered by Initiative, is launching an Augmented Reality (AR) takeover of the Sydney Harbour Bridge.
The ambitious marketing effort is Australia’s first use of Snap’s “Landmarker” technology, enabling fans to visualise Númenor, an island kingdom located to the west of Middle-earth, through Augmented Reality on Snapchat.
Key points:
- To celebrate the finale of The Lord of the Rings: The Rings of Power on Friday, October 14, Snapchat, together with Prime Video Australia, is launching an Augmented Reality (AR) experience on the world-famous Sydney Harbour Bridge, bringing the island kingdom of Númenor to life for fans. The Lord of the Rings: Rings of Power AR experience on Snapchat will be available from 6 – 22 October.
- Fans of The Rings of Power can visit the iconic Harbour Bridge and watch in awe as the entire structure is transformed to the entrance of Númenor, which was brought to life for the very first time in Prime Video’s epic series. In a matter of seconds, the Harbour Bridge Pylons will turn to statues of Númenor.
- All fans need to do is head down to the Sydney Harbour foreshore and simply open Snapchat to the camera and scan the Harbour Bridge to unlock the Lens.
- Landmarker technology experiences have been created to support other major events in London, Paris, New York, Mumbai, and Singapore, and this will be the first time Australians can experience the industry leading tech.
- Powered by 3D reference models of the Landmarker’s architecture, Snapchat’s Landmarker technology enables AR experiences which transform the world’s most iconic landmarks and allow Snapchatters to experience them like never before.
Head of Prime Video Australia and New Zealand, Hushidar Kharas said: “Great architecture is a part of our culture, and what better way to delight our Australian customers than by transforming one of the most recognizable icons of Australia into an equally iconic piece of popular culture- the great island kingdom of Númenor. We are thrilled to be working with Snap on bringing an innovative piece of technology to Australia for the first time from October 6, a week prior to the series finale on Friday October 14.”
APAC general manager, Snap Inc., Kathryn Carter said: “The Snapchat community uses ground-breaking AR technology to engage with the world around them everyday with incredible innovations which allow our community to experience the power of AR, through the Snapchat camera, like never before. We’re thrilled to be partnering with the Prime Video Australia team to bring The Lord of the Rings: Rings of Power to life on The Sydney Harbour Bridge via our exclusive Landmarker technology in Australia for the first time after huge success in major events in London, Paris, New York, Mumbai and Singapore.”
Rufus powered by Initiative digital director, Sarah Moore said: “Our aim was to offer Tolkien fans new and existing an opportunity to engage with the epic series The Lord of the Rings: The Rings of Power. Through Snapchat’s Landmarker technology, we have been able to celebrate the series through new and innovative technology and continued to forge connections between two worlds. We’re grateful for the opportunity with Prime Video and Snapchat to bring to life this first-to-market opportunity for Australian customers.”
Source: we are different
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Hushidar Kharas
Kathryn Carter
Lord of the Rings: The Rings of Power
Prime Video
Sarah Moore
The Lord of the Rings
The Rings of Power
