Programmatic Lunch

Netflix and Snapchat link up on first 'portal' World Lens for Stranger Things 2 launch

Tyrone Stewart

Stranger Things 2 Netflix SnapchatNetflix has teamed up with Snapchat to create a ‘first-of-its-kind’ World Lens to promote the launch of the highly-anticipated Stranger Things 2.

Snapchat has created a portal Lens, which enables users to walk into another world through their smartphone. This first use of the technology gives users the chance to enter the ‘upside down’ version of Joyce Byer’s living room.

Within the AR experience, Snapchatters can move around, encounter surprises, and see out the door back into the real world.

The portal World Lens is only available on iPhone 6S and above with iOS 11 installed. Those without an iPhone can turn their camera around to see Byer’s living room through an interactive ‘gyroscope’ Lens, meaning they can experience the portal without walking through the door.

All Snapchatters, regardless of phone or OS, will have access to a face Lens that mimics Eleven’s nosebleed, however.

As part of the campaign, Netflix and Snapchat have also linked up with Shazam for another first. Using Shazam, users can unlock the Lens by scanning the Stranger Things theme song whenever it plays.

Finally, a third Lens will be made available exclusively in the UK via a Snapcode at 8am today (27 October). This will coincide with Shannon Purser, who plays Barb, taking part in a Stranger Things binge watch party with fans at Topshop’s Oxford Street store. This World Lens will enable UK Snapchatters to place the swimming pool where Barb went missing in Season one onto the floor and walk around it.

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