Unless you've been totally off the grid, there's a good chance you're aware that the Disney Plus streaming video service launched this week. And, if you're on this site, you're likely salivating over the new Star Wars series, The Mandalorian.
But did you know that the service also has a live-action remake of the animated classic Lady and the Tramp? If not, Disney has ordered up a serving of augmented reality via Snapchat to inform you and encourage you to sign up for the service.
On Thursday, the media giant sponsored an AR Lens that overlays images of the titular characters and the infamous plate of spaghetti on a checkered tablecloth. Users are prompted to open their mouths and, once they do, a virtual chef's hat falls onto their heads. The entire experience is also illuminated with virtual light from above.
Images by Tommy Palladino/Next Reality
Unfortunately, the AR experience doesn't show the canines sharing that plate of spaghetti as they do in that iconic scene (you'll have to subscribe to Disney Plus to see that).
As luck would have it, Disney has made the process of signing up for the subscription even easier via Snapchat's Shoppable AR e-commerce platform. After mugging for the camera, users can tap the "SIGN UP" button to pop on over to the Disney Plus website.
Disney is not a stranger to Snapchat's AR tools, previously sponsoring AR effects to promote Incredibles 2 and Avengers: Infinity War. Also, via a brand partnership with Levi's, Disney garnered some early familiarity with Shoppable AR.
But the Disney Plus launch is perhaps the company's biggest endeavor of the year as it seeks to leverage the massive content library it has amassed from various acquisitions over the past decade-plus. And that says a lot in the year that Disney brought us Avengers: Endgame, the Star Wars: Galaxy's Edge amusement parks, and closed the purchase of 20th Century Fox.
So, in terms of speaking to the mainstream through AR, it speaks volumes that the company opted to deploy this immersive promotion via Snapchat over any other platform.