Snapchat Brings Augmented Reality Content To Theme Parks Worldwide
Snapchat is taking its Lens Studio to Disney, Six Flags/Warner Bros., and Universal Studios parks to create better UGC and immersive experiences for visitors, marshaling the growing popularity of mobile technology to take the guest experience to a new level
Snap recently announced that it is bringing its new Lens Studio to several theme parks including Disney, Six Flags/Warner Bros. and Universal Studios. With this augmented reality product offering, visitors will be to better engage with these experimental entertainment centers.
At its Orlando, Anaheim, Paris, Tokyo and Hong Kong theme parks, Disney offers the chance to wear either Mickey or Minnie Mouse ears via the Snapchat filter. At Universal Studios in Orlando and Hollywood, guests can watch Minions’ virtual horseplay via the app. Attendees at Six Flags parks across the U.S. and Mexico and at Warner Bros. in Abu Dubai, will be able to interact with a Superman face effect and a 3D Bitmoji lens. This will be the first on-site Snapchat activation at Six Flags.
Snap’s partnership with each of these parks is nothing new for the organization. All of these entertainment companies have been avid adopters of augmented reality, so this initiative is a natural extension of the brands’ current collaborative efforts. Ben Schwerin, VP of partnerships at Snap, in talks on this new partnership, enthusiastically said, “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 favorite characters in a totally new way.”
According to eMarketer, in 2018, 12.3% of Americans will engage with augmented reality. In 2019, this figure is projected to increase to 16.4% of U.S. consumers, making this technology important for brands aiming to stay on the edge to incorporate. As the entertainment industry increasingly creates more immersive experiences for its audience members, consumers form a more intimate connection with the brands’ content.
With Lens Studio, users are encouraged to co-create theme park experiential content in real time. In an age where consumers demand personalized experiences as well as value user input, Snap’s new theme park partnerships will drive both more user-generated content and foot traffic to these evergreen entertainment hubs.