Warner Bros. Pictures teamed with Snapchat to celebrate the theatrical release of SHAZAM!
The partnership entailed Snapchat unveiling the first ever voice-activated augmented reality lens to promote the movie.
Snapchat users could open the lens and say "Ok, Shazam!" to see themselves transformed into the titular superhero.
The SHAZAM! lens could be unlocked by using Snapchat to scan a Snapcode displayed on billboards, posters and other promotional materials for SHAZAM!
Billboards featuring this Snapcode were put on display in prominent locations such as Hollywood Blvd in Los Angeles and Times Square in New York.
The partnership between Snapchat and SHAZAM! spanned more than 20 countries including Mexico, France and the U.K.
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