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Daft Punk’s Random Access Memories 10th Anniversary Edition releases Friday. To celebrate, Snapchat’s AR Studio partnered with the musician’s creative team to create a series of augmented reality experiences called “Daft Punk: Memories Unlocked.”
Beginning Wednesday, Snapchat users will be able to scan 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. This lens will also let people listen to a Daft Punk track called Horizon. If users switch to their device’s front-facing camera while the lens is active, they’ll be able to 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.”
A worldwide scavenger hunt will kick off Thursday in 10 locations around the world, such as Paris, New York and London. GPS coordinates will be shared on Daft Punk’s social media profiles to tell fans where to go. When fans arrive at the correct locations, they’ll be able to activate a special Daft Punk lens in the Snapchat application that appears in the app’s Lens carousel.
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.
https://www.adweek.com/brand-marketing/snapchat-celebrates-daft-punk-with-worldwide-ar-experiences/