Snap Brings 'Mind Ordering' To Domino's Lovers With New AR Lenses

After placing millions in national TV advertising spend via a co-promotion deal with Netflix’s hit show “Stranger Things,” Domino’s is calling in Snapchat for the next phase of its “Mind Ordering” campaign with two new augmented-reality Lenses. 

Both Lenses feature a link inviting Snapchatters to learn more about Domino’s Mind Ordering app, a mobile app that applies facial-recognition and eye-tracking technology so that customers can complete their food orders with a simple gesture. 

The Mind Ordering Lens encourages Snapchatters to roll a virtual dice that unlocks various AR experiences, like existing in “Stranger Things’” notorious “Upside Down” world, or rocking a Domino’s uniform from the 80’s.  

In advance of the final two episodes of “Stranger Things” Season 4 -- which air on July 1 -- Snap has also launched a Reaction Lens, which leverages Snap’s non-skippable 6-second commercial format, playing a clip from "Stranger Things" at the top section of the screen while Snapchatters interact with the video by levitating an AR Domino’s pizza box below it.

According to Kate Trumbull, senior vice president of brand and product innovation at Domino’s, these new Lenses are a way to connect with Gen-Z and Millennial audiences who are looking for a unique immersive experience.

Both Lenses are now available for Snapchatters in the United States via the Lens Carousel. 

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