• by Colin Kirkland , June 14, 2023

In collaboration with Snap Inc.’s AR Enterprise Services (ARES) division, which helps companies integrate Snap AR into their own channels, Verizon is installing interactive, physical augmented reality “Mirrors” at two major music festivals this summer to promote its +play subscription platform.

Verizon, the first telecommunications partner of Snap’s recently launched ARES division, and the first to launch an AR Mirror campaign, debuted the interactive experience at New York's Governors Ball music festival from June 9-11, with plans to install additional Mirrors at the Bonnaroo Music & Arts Festival in Tennessee from June 15-18.

When festivalgoers see the full-size AR Mirrors, they will be invited to try out custom AR Lenses built specifically for these activations. The Lenses will highlight unique features from Snapchat's subscription offering Snapchat+ as well as festival-specific AR creative, the company states.

Mirrors will also include a QR code festivalgoers can scan to unlock three free months of Snapchat+ through Verizon +play.

Jill Popelka, Snap’s head of ARES, said that this collaboration aims to showcase the way AR Mirrors can provide “on-the-ground, immersive experiences for brands.”

The collaboration falls under Verizon and Snap’s 5G innovation partnership, which focuses on “unlocking next-generation content experiences for Snapchatters” and is powered by Verizon's 5G Ultra Wideband Network.

Prior to the Governor's Ball experience, Verizon and Snap worked together with the New York Hall of Science to launch an interactive and educational 5G AR experience that taught New Yorkers about the infrastructure powering their city.