Snapchat Gets Fast & Furious With Hobbs & Shaw AR Marker Activation

Moviegoers at select theaters can scan Snapcodes on standees to access it

Fast & Furious Presents: Hobbs & Shaw debuted in theaters Friday Universal Pictures/Snapchat
Headshot of David Cohen

Universal Pictures is backing Friday’s theatrical release of Fast & Furious Presents: Hobbs & Shaw with a new activation using Snapchat’s augmented reality marker technology.

Moviegoers at select theaters will see special Hobbs & Shaw standees that feature a Snapcode that will unlock a Hobbs & Shaw-themed lens.

Once the lens is unlocked, Snapchatters can point their camera at the standee to bring its helicopters and motorcycles to life via AR.

Universal Pictures/Snapchat
Universal Pictures/Snapchat
Universal Pictures/Snapchat

Snapchat said this marks the first time a movie studio used its AR marker technology for a standee activation at multiple theater locations. David Cohen is editor of Adweek's Social Pro Daily.