Snapchat has done a new deal with Live Nation to develop augmented reality experiences for the app’s users at selected festivals, including Lollapalooza in the US and Wireless in the UK.
Open up your Snapchat camera at any of the eighteen events currently involved in this partnership and you’ll get a load of special stuff flying all over your screen that wouldn’t be there if you just used your eyes to engage with the event that is actually happening all around you. Yeah, upon request, I will send you a recording of me tutting to enhance the experience further.
“We can leverage this huge userbase we have in a way that will make augmented reality the next phase of visual expression for artists”, says Ben Schwerin, Snap’s SVP Content & Partnerships. “This really hasn’t been done before in a way that is part of the artist’s vision and helping it come to life”.
As well as Wireless, UK Snapchat users will be able to get in on all this at the Reading and Leeds festivals.
To help you picture what all this looks like, Snapchat and Live Nation have produced a video shot at Electric Daisy Carnival in Las Vegas in which the event itself looks infinitely more exciting than anything that appears over the top of it on a phone screen.