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Ben & Jerry’s Created a Facebook AR Filter That Challenges You to Catch Marshmallows in Your Mouth

The brand worked with Jimmy Fallon to create a new flavor

If you open up Facebook today to use one of the platform’s augmented reality filters, Ben & Jerry’s wants you to play a little game with your selfie.

To promote a new marshmallow-flavored ice cream, Ben & Jerry’s and 360i created a Facebook AR filter that overlays a pair of eyeglasses and ice cream cones onto a selfie using a phone’s rear-facing camera. Once users click on the filter, marshmallows begin falling from the sky, and users are encouraged to catch as many as they can in their mouth.