Perhaps there is no better brand partnership for the fast Sonic the Hedgehog character than a fast food restaurant. Augmented reality is also the ideal technology for promoting a film with an animated speaking rodent that lives in the real world.
Combine this dynamic and you get a marketing partnership that uses Snapchat's AR capabilities to launch the new Sonic the Hedgehog movie, which arrives in the cinema from Paramount Pictures on February 14 with Jack in the Box & # 39; s new Tiny Tacos and the delivery service from Uber Eats.
The first AR experience, available to Snapchat users in the US on February 1
In addition, Snapchat's Shoppable AR will enable players to visit an UberEats landing page to place an order for real Jack in the Box Tiny Tacos.
Players who score 50 in the mini-game can also win a free UberEats delivery (if there is a Jack in the Box in your delivery area).
The campaign also uses Snapchat & # 39; s marker-based AR technology, with life-size gold rings installed in selected shopping malls in San Diego, Santa Monica, and San Francisco. After scanning the Snapcode embedded in the advertisement and aligning their cameras with the advertisement, users see Sonic bursting through the ring portal in his endless pursuit of Tiny Tacos. And, again using the Shoppable AR platform, consumers have the chance to win a free order from Tiny Tacos delivered via UberEats.
If you do not live in sunny California, you can still see this AR experience for yourself through the QR code in the photo below.
The promotion is a bit of a repeat for Jack in the box. The regional chain tapped Snapchat for a solo outing last year with its BurgAR campaign.
Paramount Pictures is also a fan of Snapchat AR, with lenses for Top Gun: Maverick Terminator: Dark Fate and Bumblebee in its AR marketing portfolio.
Co-branded marketing experiences between film studios & food brands have been around for as long as I can remember, but the increase in the popularity of augmented reality advertising has made the link commonplace on Snapchat. Last year Papa John & # 39; s joined forces with Sony Pictures to promote Spider-Man: Far From Home . Two years ago Pepsi worked with Lionsgate to push the NBA-centric Uncle Drew .
Snapchat continues to draw a stream of compelling brand experiences to its AR platform, which means that we can even expect more dynamic duos in the future.