USAA partnered with Snapchat for a Memorial Day promotional event featuring an augmented reality Snapchat feature.

The partnership consisted of USAA and Snapchat unveiling an augmented reality lens allowing people to virtually honor fallen members of the military. USAA created a digital version of its Poppy Wall of Honor through Snapchat that allowed Snapchat users to dedicate a flower to a fallen loved one.

USAA encouraged Snapchat users to share their use of the feature online and through social media.