Netflix’s Outdoor Ads Let Snapchat Users Swap Faces With Characters Like Frank Underwood

French passersby trade places

Netflix's latest out-of-home campaign lets Snapchat users in France swap faces with its TV characters including House of Cards' Frank Underwood and the namesake of Unbreakable Kimmy Schmidt.

Urban passersby can take selfies in front of a Netflix billboard. By using Snapchat's face-swapping feature, they can then create split-screen photos. Check out the tweet below to see an example of what the final product looks like:

The interesting, offline-social combination, which was first reported in French by Creapills, was created by entertainment agency Darewin. (It was first reported in English today by The Drum.

Bringing outdoor ads together with Snapchat seems to be a growing phenomenon, with the mobile app itself leading the way. In late March, Snapchat debuted smart, stealthy roadside ads in several cities. And last week, it bought a huge, digital ad on a Times Square billboard.

Additionally, National Geographic last week ran a face-swapping campaign via Snapchat to celebrate cultural understanding and various identities—though it may have been too lighthearted to have the intended effect. Read more about the effort here.