Ben & Jerry’s is tapping Snapchat to take Gen Z on a virtual summer festival.YPulse told you augmented reality (AR) has become a big part of Gen Z and Millennials’ lives, and brands shouldn’t sleep on the virtual tool. Now, Ben & Jerry’s is launching their own AR experience with Snapchat to connect with Gen Z and bring their “euphoric taste to life.” Users can participate by scanning Ben & Jerry’s “Peace Pop” ice cream—which launched earlier this year—on Snapchat, and the lens will transport them to a virtual summer festival stocked with ice cream vans and performances. Global markets including the U.K. and Germany can join in on the virtual experience this summer and the lens will launch in the U.S. in May. Snapchat’s growth last year was significant, and they’ve been rolling out more creative ways for brands to find space on the platform. (Adweek)
