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To celebrate the launch of its Thrill Seeker Pitch Black mascara and reach Gen Z consumers, Rimmel London partnered with media agency Zenith to launch an online and OOH campaign featuring multiple augmented-reality activations.
The campaign, which was conceptualized by creative studio Tommy, will allow Snapchat users in London to point Snapchat’s camera at the Tower Bridge to see the landmark transform into the new mascara.
From Aug. 19-20, Rimmel-branded pedi-cab drivers with Snap codes will be found around Tower Bridge, encouraging visitors to scan the code to try the AR lens.
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