Papa John’s and Snapchat Teamed Up on an AR Activation Backing Spider-Man: Far From Home

Scanning a Snapcode transforms a special XL pizza box into a European landscape

Spider-Man: Far From Home opens in theaters July 2 Papa John's/Snapchat/Marvel Studios
Headshot of David Cohen

Papa John’s: Better ingredients, better pizza and better augmented reality?

The pizza chain used Snapchat’s marker tracking technology to create an AR experience activated when Snapchat users scan the Snapcode on its special new collectible Spider-Man: Far From Home XL pizza box.

When activated, the pizza box transforms into a European landscape, which includes the Palace of Westminster and Tower Bridge in London and the Rialto Bridge in Venice, Italy.

Spider-Man’s alter ego, Peter Parker, is on a European class trip in the Marvel Studios feature film, which opens in U.S. theaters July 2.

Snapchatters can watch a Papa John’s web span across the landmarks, in 360 degrees, and they can also unlock a custom Papa John’s Snapchat face lens that includes a game in which players trap pizzas using Spider-Man’s web from Papa John’s pizza box toppers or within the Snapchat application.

Papa John's/Snapchat/Marvel Studios
Papa John's/Snapchat/Marvel Studios
Papa John's/Snapchat/Marvel Studios

Papa John’s chief marketing officer Karlin Linhardt said in a statement, “This augmented reality encounter will allow Papa John’s to elevate the pizza-eating moment by giving consumers a fun, interactive and contextual experience. We are excited to be the first pizza company to offer augmented reality through Snapcode on our boxes, giving users the experience of seeing iconic architecture like Big Ben, the Venice canals and Tower Bridge while they enjoy our pizza wherever they choose.” David Cohen is editor of Adweek's Social Pro Daily.