Domino’s entered the next phase of its “Mind Ordering” campaign with two augmented reality lenses on Snapchat tied to the July 1 release of the second volume of episodes of season four of Stranger Things from Netflix.
The two lenses use facial-recognition technology from Snap Inc. to pick up gestures such as head tilting, allowing Snapchatters to enjoy Domino’s-inspired AR experiences such as levitating a pizza or being transported to the Upside Down from Stranger Things.
The reaction lens uses Snap’s six-second non-skippable commercials ad format to play a clip from Stranger Things at the top of the lens while users interact with the video by levitating a Domino’s Pizza box in AR at the bottom.
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