Snapchat prepares big Daft Punk AR campaign with “Rare Hidden Track”.

Photo credit: Snap

Snapchat’s AR Studio is creating an exclusive augmented reality experience for Daft Punk’s 10th Anniversary Edition Random Access Memory.

Snapchat’s Paris-based AR studio is collaborating with the creative team at Daft Punk celebrate the 10th anniversary of Random Access Memory on Friday, May 12, 2023. The studio will unveil Daft Punk: Memories Unlocked, a series of augmented reality experiences for fans worldwide.

For the highly anticipated 10th anniversary edition of the album, Snapchat’s AR Studio has created three immersive music experiences. Leveraging Snap’s augmented reality technologies like Marker Tech and Image Code, these experiences trigger AR experiences by simply scanning an image, as well as features that enable geo-targeted AR experiences that are only accessible in specific locations.

“When we met with the Daft Punk creative and management team earlier this year, we immediately saw their interest in augmented reality,” said Donatien Bozon, director of Snapchat’s AR Studio. “This technology allows us to enrich the experience surrounding an artwork and create innovative and creative interactions between an artist and their audience. We’ve worked very closely with the Daft Punk team and are very excited for fans to be able to discover the AR experiences surrounding the iconic album Random Access Memory.”

On Wednesday, May 10th at 9am BST – 48 hours before the release of the anniversary edition – the track “Horizon”, originally featured on the 2013 Japanese version of the album, will become available to the rest of the world via Snapchat’s augmented reality his lenses.

Fans can use the Snapchat camera to scan the original Random Access Memory Album cover artwork to reveal a new crystal helm AR lens and hear “Horizon” hidden within the silver and gold helm. By flipping the camera, users can “wear” the crystal helmet while listening to the song.

In addition, fans can participate in a treasure hunt starting Thursday, May 11th at 10 locations worldwide. GPS coordinates will be posted on Daft Punk’s social media channels to guide fans on where to find these ten new AR experiences. The following cities will host the experience:

  • Paris, France
  • New York, NY
  • Los Angeles, California
  • London, United Kingdom
  • Berlin, DE
  • Mexico City, MX
  • Tokyo, JP
  • Sydney, AU
  • Sao Paulo, BR
  • Buenos Aires, AR

Finally, fans can discover the duo’s new 10th anniversary crystal helmet as part of an extensive poster campaign from May 11th to 28th in six countries. Fans can access the new AR lens with the embedded “Horizon” track by scanning the QR code on the billboard. Six countries can experience the new helmet in Paris, New York, Los Angeles, Mexico City, Sydney, London, Liverpool and Berlin.

Snapchat’s AR Studio is dedicated to raising awareness of the potential of augmented reality and increasing its impact in culture, entertainment and education. In June 2021, Snap continued to invest in the French creative and technological ecosystem and opened the first Augmented Reality Center of Excellence in Paris.