The Future of Mobile

Snap AR campaign turns Tower Bridge into a temple of Barbie

Tim Green

Snap and Warner Bros. Discovery have teamed up on a promotion that uses AR to 'barbify' global landmarks.

The promo, designed to publicise the new Barbie movie, invites Snapchatters to scan iconic venues using the new Barbie Wardrobe AR Lens and see them transform into a bright pink and pastel versions of themselves.

The landmarks include Tower Bridge, the Statue of Liberty, the TCL Chinese Theatre in LA, the Capitol Building in Washington DC, the Eiffel Tower, the Coliseum, Sydney Harbour Bridge and Berlin's Brandenburg Gate.

The Barbie Wardrobe AR Lens has other features that let Snapchatters see themselves wearing looks inspired by Margot Robbie and Ryan Gosling’s outfits from the film.

David Norris, European Head of Creative Strategy at Snap Inc, said: “We're delighted to partner with Warner Bros Discovery on what has been an incredible marketing campaign for Barbie. We've loved creating AR Barbie experiences on Snap for our audience of 750m global MAU and 21m MAU in the UK, creating the Barbie Land version of iconic landmarks around the world including Tower Bridge here in London, as well as giving people the opportunity to try on outfits from the movie."