Snapchat created a series of AR experiences to celebrate the release of Daft Punk’s Random Access Memories 10th Anniversary Edition.
Daft Punk’s limited anniversary edition releases Friday.
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Snapchat AR Studio partnered with Daft Punk’s creative team to create a series of augmented reality experiences called “Daft Punk: Memories Unlocked.”
Starting on Wednesday, Snapchat users will have the opportunity to scan to the original Random Access Memories album artwork with Snapchat’s camera to trigger a “crystal helmet” AR lens that causes a crystal Daft Punk helmet to appear on the screen in augmented reality. The lens will also let people listen to a Daft Punk track called Horizon. Switching the device to the from-fcing camera while the lens is active will also let users wear the crystal helmet while continuing to listen to the song.
Donatien Bozon, director of Snapchat’s AR Studio, said, “When we met with Daft Punk’s creative and management team earlier this year, we immediately saw their interest in augmented reality. This technology allows us to enrich the experience around a work of art and to create innovative and creative interactions between an artist and its audience. We have worked very collaboratively with the Daft Punk team and are very excited for fans to discover the AR experiences created around the cult album Random Access Memories.”
The experience will also take to the streets of 10 cities around the world. On Thursday, GPS coordinates will be shared on Daft Punk’s social media profiles to tell fans where to find and activate a special Daft Punk lens in the Snapchat application.
The following 10 cities will host this unique experience: Paris (France), New York (USA), Los Angeles (USA), London (UK), Berlin (Germany), Mexico City (Mexico), Tokyo (Japan), Sydney (Australia), São Paulo (Brazil), and Buenos Aires (Argentina).
Finally, from Thursday to May 28, people will be able to scan a QR code on Daft Punk-themed billboards in six countries to access the crystal helmet AR lens and listen to the “Horizon” track.
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