Polaroid is reaching “elusive” Gen Z on Snapchat with an AR lens feature that lets users “Tap to Travel.”

Polaroid is reaching “elusive” Gen Z on Snapchat with an AR lens feature that lets users “Tap to Travel.” To promote their smallest camera to date, Polaroid Go, the camera brand is the latest to work with Snap for their famed ability to reel in young consumers and make custom AR features. The Polaroid AR lens is available to users in the U.S., U.K., Paris, and Berlin where they can access “the campaign icon within their Lens carousel, or by scanning a dedicated Snapcode, where they are invited to ‘Tap to Travel’ to be virtually transported” to locations like the North Pole or a tropical jungle. The brand hopes the lens will inspire “friends to get out and take their Polaroid Go camera somewhere unexpected” but also admitted it would be so “easy to lose sight of an entire generation” of customers who grew up taking photos on their smartphones, and that they’re hoping to cultivate “more brand love.” (Adweek)