LONDON: Snap Inc. has launched a new augmented reality campaign, “Kingdom’s Lenscape,” to mark Saudi Arabia’s National Day.
The 10-day activation features two AR experiences accessible through Snapchat’s Lens Explorer and carousel.
Snap said in a statement that the activation “reflects the spirit of unity and national pride that characterizes the occasion,” while connecting users with advertisers.
“This experience is more than just a digital activation — it’s an invitation to celebrate the culture of gifting that is central to Saudi National Day,” said Abdulla Alhammadi, managing director of Snap in the Kingdom.
Alhammadi added that the “Kingdom’s Lenscape” campaign is “designed to capture the essence of Saudi Arabia’s most important cultural moment.”
The first feature, named FAKHAR, offers brands a dedicated AR environment where users can explore their contributions to Saudi Arabia’s progress.
The entities featured include Saudi Investment Bank, Laverne and Alwaleed Philanthropies. The feature allows users to imagine the future of each brand through a GenAI-inspired lens.
The second feature, K’AR’AM, has participating brands including Ounass, Huda Beauty and Spotify offering exclusive deals and limited-edition products through an AR marketplace.
Snap said that K’AR’AM aims to “reflect the spirit of generosity and patriotism on Saudi National Day,” where brands can give back to the Saudi Arabia community though exclusive deals.
Snap has 22 million active users in Saudi Arabia, with reports indicating that 84 percent of citizens expect brands to introduce new products or ideas on National Day.
In previous years, Snap has launched similar campaigns for the day, including “This is our home” in 2022, which showcased a world lens of Saudi Arabia’s future landmarks and projects.
