Theme park digitisation continues as new AR experiences are being launched between Snapchat and three major operators this summer.
Park-specific reality-altering lenses are being introduced as part of Snapchat’s aim to bring its famous lenses to theme parks globally.
“We love working with our partners Disney, Universal and Warner Bros. to create augmented reality experiences that allow our users to connect with some of their favourite characters in a totally new way,” said Ben Schwerin, Vice President of Partnerships at Snapchat, in The Hollywood Reporter. “We can’t wait for Snapchatters to have fun with these lenses when they visit the parks this summer.”
Snapchatters at Disneyland, Disney World and other worldwide Disney parks can transform themselves into Mickey and Minnie. The popular yellow Minions are appearing inside Universal Studios Hollywood and Universal Orlando Resort. Meanwhile Snapchatters visiting 11 Six Flags parks (and also Warner Bros. World Abu Dhabi when it opens) can transform themselves into Superman.
The Disney and Universal experiences have already gone live in the parks. This is the first time Snapchat has worked with Six Flags parks and the experience has just gone live.
“Our fans are loving the Mickey Mouse and Minnie Mouse Snapchat lenses,” said a spokesperson for Disney Parks. “It’s just one of the many ways we are using the growing popularity of mobile technology to take the guest experience to the next level.”
Disney referenced its new Play Disney Parks app, saying: “Along with offerings like the all-new Play Disney Parks app, we can’t wait to use this amazing technology to connect Disney Parks guests with even more of their favourite characters and stories.”
This isn’t the first time Snapchat has worked with Disney, Universal and Warner Bros. Over the last few years they have collaborated on a range of AR experiences, which included Mickey and Minnie birthday face lenses, a Superman face lens and a Jurassic Park Bitmoji lens.
“At Universal Parks and Resorts we are laser focused on new and creative ways to build deeper connections with our guests,” said Universal chief digital officer Chris Crayner. “As different digital platforms continue to evolve we are constantly exploring new opportunities to engage our fans and grow the brand.”