Sonic races into London thanks to Snapchat and Paramount Pictures

To celebrate the cinematic release of SONIC THE HEDGEHOG, Paramount and Snapchat have joined forces to bring the much-loved character to life at a number of landmarks across the UK and beyond, using Snapchat’s augmented reality (AR).

In the movie, Sonic puts trust in his friends to navigate Earth, after coming to escape evil forces who are trying to steal his super-speed powers. Once on earth, following a series of accidental mishaps, Sonic’s adventures continue as he tries to evade capture by the tyrannical roboticist, Dr. Robotnik, played by Jim Carey.

Now, Sonic is befriending Snapchatters to help him on his quest to save the world, through the magic of AR.

Kicking off the quest, and for the first time ever, London’s Tower Bridge has been transformed into a Snapchat Landmarker where users will be challenged, via a gamified AR lens, to gather as many golden rings as possible before Sonic magically appears on the world-famous bridge.

Quicker than the speed of light, Sonic will continue his adventure to a number of landmarks around the globe, making a brief stop at London’s Natural History Museum before heading off to iconic destinations, such as the Eiffel Tower in Paris; the Brandenburg Gate in Germany; New York’s Flatiron Building; LA’s Chinese Theatre; the Sphinx in Egypt; and Chichen Itza in Mexico.

And for those not able to get to a Landmark, the lens will open to the face, transforming you into Dr Robotnik, before swapping to the rear camera and taking you on the same journey with Sonic.

“This collaboration really captures the theme of friendship that is at the heart of this movie, and we are thrilled this campaign marks the first time that Tower Bridge has been transformed into a Snapchat Landmarker,” says Mary Daily, Paramount’s co-president of worldwide marketing and distribution. “As a platform, Snapchat is founded on the idea of creating and sharing with your friends, and it’s exciting that Sonic is able to share his global adventures directly with Snapchatters around the world”.

Snapchat’s SONIC THE HEDGEHOG Landmarker Lens’ will be live from Friday the 7th of February at Tower Bridge and the Natural History Museum, before sprinting onto iconic landmarks across the globe.

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