Rimmel takes over London with AR Snapchat activation

Interesting product launch campaign that marries digital, geo-spatial AR and DOOH.

To excite Gen Z consumers, Rimmel has dabbled in a digital-led campaign that sees a virtual takeover of London’s Tower Bridge. Snap users can transform the iconic landmark by pointing the cameras at it, which will then see the famous bridge ‘melt’ into black liquid.

It’s the work of the creative and production studio Tommy and will go live in key locations in the capital, as well as TikTok, Snapchat, Meta, YouTube, Vevo and VOD (ITVX, C4, Sky, Amazon Freevee).

This weekend, Rimmel-branded pedicab riders armed with Snap codes will be positioned around Tower Bridge encouraging people to scan and interact with the experience, alongside the chance to obtain a sample of the beauty product.

Full story at The Drum.