DUBAI: To mark this year’s Saudi National Day, Snap is launching a first-of-its-kind activation in the region using augmented reality.
In Saudi Arabia, nearly 90 percent of Snapchat daily users already interact with AR Lenses experiences, on average at least 30 times each day.
Now, the messaging app’s 19.5 million monthly active users in the Kingdom, as well as its global audiences, will have the opportunity to celebrate National Day on the platform through AR.
Launched on Sept. 22, the activation sees the Snap Map of Saudi Arabia appearing in a bright green to represent the national flag and the Kingdom highlighted from other countries, the first time Snap has ever recolored a Middle East territory on the map.
Along with the distinctive color change, Snap will also mark cultural and heritage sites — such as AlUla, Tabuk Castle, Alkhobar Water Tower, Rijal Almaa, Masmak Fort, and Nassif House — on the map allowing users to explore the Kingdom.
The markers for the sites include a Face Lens experience, whereby Snapchatters in Saudi Arabia will find themselves on a virtual balcony with all of the national landmarks behind them.
A celebratory atmosphere filled with fireworks and accompanied by the national anthem of Saudi Arabia will be recreated in AR, with users able to put themselves in the thick of the action and flip the camera to see the monuments in front of them.
Additionally, a series of customized Actionmojis, exclusive to Snapchatters in the Kingdom, are also being unveiled for a limited time on National Day only.
Abdulla Alhammadi, regional business lead at Snap Inc., said: “Snapchatters in Saudi Arabia are one of the most active communities on the platform anywhere in the world.
“We wanted to bring even larger, more engaging experiences to this community on Saudi National Day as a sign of gratitude for their contribution to Snap’s creative ecosystem, while together celebrating the rich legacy of visual storytelling that exists in the Kingdom.”