Honda Will Use Snapchat to Bring Its 2020 Rose Parade Float to Life

The campaign offers something for both event attendees and at-home viewers

On Jan. 1, automaker Honda will use Snapchat to give viewers of the 2020 Rose Parade in Pasadena, Calif., a unique look at its float.

Rose Parade attendees will be able to point the camera in the Snapchat application at the official Rose Parade logo to activate an augmented reality lens that contains a 3D rose, along with elements from Honda’s “Our Hope for the Future” float.

Parade viewers at home and in other locations will be able to scan a special Snapcode to unlock a world lens that offers different experiences for the rear- and front-facing cameras.

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