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The Lollapalooza-themed cover of the July 28 issue of Billboard comes to life via augmented reality thanks to Snap Inc.
The festival is taking place in Chicago Thursday through Sunday (July 28 through 31).
As part of the multiyear partnership between Snapchat’s parent and Live Nation, Snap’s Arcadia creative studio built an activation where scanning the Billboard cover with the Snapchat camera will cause the Lollapalooza Hot Dog and Speaker Robot icons to emerge in 3D and unfold a map of the festival with the actual locations of the stages.
The lens also features the track “Where You Are (featuring Willow),” by emerging artist PinkPantheress, who is scheduled to perform Sunday.
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