Snapchat Uses AR Billboards in Los Angeles to Back 2 of Its Snap Originals Shows

The Dead Girls Detective Agency and Dead of Night emerge on Sunset Blvd.

Dead of Night is produced by Bazelevs in association with Hooked Snapchat
Headshot of David Cohen

Snapchat is backing two of its Snap Originals shows with a combination of old-school technology (billboards) and new-school technology (augmented reality).

The fourth season of The Dead Girls Detective Agency is the subject of a billboard at 1008 W. Sunset Plaza in Los Angeles, while another billboard just a few yards away, at 1009 W. Sunset Blvd., will introduce new Snap Original Dead of Night.

Snapchatters in Los Angeles can scan the Snapcodes on each billboard to unlock exclusive lenses that layer AR experiences on top of the billboards in real-time, even if the phone is moved.


The lenses were built in partnership with mobile-focused agency Paper Triangles, a Snapchat Lens Creator based in Los Angeles.

Snapchat said users in the area can open its application, point their camera at the Snapcode on the billboard, press and hold on the middle of the screen until the Snapcode is identified and tap “Unlock for 24 hours.”

Once this is done, taking 10 steps back down the sidewalk and pointing their phone at the billboard will start the AR activation, which can then be shared with friends via Snaps or included in Stories.

The Dead Girls Detective Agency is produced by Indigo Development and Entertainment Arts, Insurrection Media and Keshet Studios. Snapchat said 80% of viewers who completed its second season went on to watch season three, and 55% who completed the first episode of that season ended up watching the entire season.


And Dead of Night is produced by Bazelevs in association with Hooked. David Cohen is editor of Adweek's Social Pro Daily.