The New York Times Debuts Its First-Ever Snapchat AR Lens

The election-focused content is a continuation of its ‘The Truth Is Essential’ campaign

Snapchatters can click through to see election-specific sections on NYTimes.com The New York Times/Snap Inc.

Snapchat? The New York Times is on it.

The Times teamed up with creative agency Droga5 and media agency Hearts & Science on its first ever Snapchat augmented reality lens with an eye toward the upcoming presidential election in the U.S.

The lens is an extension of the Times’ “The Truth Is Essential” campaign, and the immersive visual experience leans heavily on its “Life Needs Truth” film work, enabling Snapchatters to click through to see election-specific sections on NYTimes.com covering topics such as climate change, the economy, education, equality and health care.

When users open the lens in world view, they will be immersed in a 360-degree AR photojournalism experience, where they can explore 25 images and tap on them to access the Times content.

The New York Times/Snap Inc.

The New York Times/Snap Inc.

The New York Times/Snap Inc.

The New York Times/Snap Inc.

The New York Times/Snap Inc.

The New York Times/Snap Inc.

It will be available via Snapchat’s Lens Carousel Tuesday (Oct. 27), and again the day before the election (Nov. 2), for Snapchatters 18 and older in the U.S., and it can be accessed by any user via Snapcode.

The New York Times/Snap Inc.

Snap Inc. said the Times wanted to deliver an experience showing how its journalism helps people understand the issues leading up to the election, adding that Snapchat has helped over 1.2 million users in the U.S. register to vote, 56% of whom are first-timers.


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