The Times has teamed up with creative agency Droga5 and media agency Hearts & Science to develop Snapchat’s first augmented reality lens for the upcoming US presidential election
The lens is an extension of the Times’ The Truth Is Essential campaign. The immersive visual experience draws heavily on the film work “Life Needs Truth,” so Snapchatters can click through to see election-specific sections on NYTimes.com on topics such as climate change, business, education, equality and health care.
When users open the lens in the worldview, they immerse themselves in a 360 degree AR photojournalism experience where they can explore 25 images and tap on them to access the Times content.
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It will be available on Tuesday (October 27) and again the day before the election (November 2) via Snapchat’s Lens Carousel for Snapchatters 18 and over in the US and can be accessed by any user via Snapcode.
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Snap Inc. said the Times wanted an experience of how their journalism helps people understand the issues leading up to the election, adding that Snapchat has over 1.2 million users on the US register when voting has helped, 56% of whom are newbies.