Snapchat and Prime Video Australia, with Rufus powered by Initiative, have collaborated on the Augmented Reality (AR) takeover of the Sydney Harbour Bridge to mark the season one finale of The Lord of the Rings: The Rings of Power.
This launch is Australia’s first use of Snap’s “Landmarker” technology, enabling fans to visualise Númenor, an island kingdom located to the west of Middle-earth, through AR on Snapchat.
The experience will be available to fans from 6 to 22 October, and fans of the hit show can visit the iconic Harbour Bridge and watch the Harbour Bridge Pylons transform to the entrance of Númenor by opening Snapchat to the camera and scanning the Harbour Bridge to unlock the Lens.
Landmarker technology experiences have been created to support other major events in London, Paris, New York, Mumbai, and Singapore. This will be the first time Australians can experience the industry-leading tech.
Powered by 3D reference models of the Landmarker’s architecture, Snapchat’s Landmarker technology enables AR experiences which transform the world’s most iconic landmarks and allow Snapchatters to experience them like never before.
Hushidar Kharas, head of Prime Video Australia and New Zealand, said: “Great architecture is a part of our culture, and what better way to delight our Australian customers than by transforming one of the most recognisable icons of Australia into an equally iconic piece of popular culture- the great island kingdom of Númenor.
“We are thrilled to be working with Snap on bringing an innovative piece of technology to Australia for the first time from October 6, a week prior to the series finale on Friday October 14,” he added.
Kathryn Carter, APAC general manager, Snap Inc., said: “The Snapchat community uses ground-breaking AR technology to engage with the world around them everyday with incredible innovations which allow our community to experience the power of AR, through the Snapchat camera, like never before.
“We’re thrilled to be partnering with the Prime Video Australia team to bring The Lord of the Rings: Rings of Power to life on The Sydney Harbour Bridge via our exclusive Landmarker technology in Australia for the first time after huge success in major events in London, Paris, New York, Mumbai and Singapore.”
Rufus powered by Initiative digital director, Sarah Moore said: “Our aim was to offer Tolkien fans new and existing an opportunity to engage with the epic series The Lord of the Rings: The Rings of Power.
“Through Snapchat’s Landmarker technology, we have been able to celebrate the series through new and innovative technology and continued to forge connections between two worlds,” she said.
“We’re grateful for the opportunity with Prime Video and Snapchat to bring to life this first-to-market opportunity for Australian customers,” Moore added.
