Diary of a Wimpy Kid Is Coming to a Social Platform Near You

AR effects for Facebook, Instagram, Snapchat; stickers for Baidu keyboard apps

Users can insert a swinging virtual wrecking ball into their camera scene Wimpy Kid /Bare Tree Media
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Popular kids’ fiction book series and movie franchise Diary of a Wimpy Kid is coming to Facebook, Instagram and Snapchat in augmented reality form.

Wimpy Kid expanded its partnership with Bare Tree Media to bring AR effects to the social platforms, as well as to add digital stickers to Baidu’s keyboard applications worldwide, including Facemoji Keyboard in the U.S., Simeji in Japan and Baidu IME in China.

The AR effects on Facebook, Instagram and Snapchat enable users to insert a swinging virtual wrecking ball into their camera scene and then wreck, record and share a real-world scene of their choice.

Wimpy Kid/Bare Tree Media

Author Jeff Kinney, a No. 1 New York Times best-selling author and six-time winner at the Nickelodeon Kids Choice Awards, said in a release, I’ve loved seeing fans around the globe engage with the Wimpy Kid brand using our existing emoji-style stickers. This year, we wanted to expand the Wimpy Kid universe, and I’m thrilled to have the brand-new AR and sticker formats on major global platforms. I’m really looking forward to seeing where Greg can go with his fans in 2020.”

Bare Tree Media CEO Bob Ferrari added, “AR is a great marketing platform for brands to engage audiences and a perfect fit for the Wimpy Kid fanbase to create and share their special moments with a wrecking ball. We are also very excited to expand sticker distribution through Baidu in key markets around the world.”

And Baidu senior marketing manager Josh Fenn said, “We are delighted to be kicking off 2020 by launching these stickers with Bare Tree Media and Wimpy Kid. Now, our keyboard app users around the world can all enjoy Wimpy Kid’s uniquely charming brand of humor when they chat with their friends online.”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.