Paramount Pictures turns London landmark into AR game for Sonic promotion

Charlie Spargo's picture
by Charlie Spargo

Tower Bridge has been turned into a Snapchat Landmarker for the first time to promote the release of the new Sonic the Hedgehog film.

Users can go on the social app to hunt rings on the recognisable London landmark - the game is to collect as many as possible before the titular character appears on the bridge.

The bridge is not the only global landmark to be involved in the film promotion - users can also play the game at the Natural History Museum, the Eiffel Tower in Paris, the Brandenburg Gate in Germany, The Flatiron Building in New York and the Chinese Theatre in LA.

Mary Daily, Paramount Co-president of Worldwide Marketing & Distribution, said: “This collaboration really captures the theme of friendship that is at the heart of this movie, and we are thrilled this campaign marks the first time that Tower Bridge has been transformed into a Snapchat Landmarker.

“As a platform, Snapchat is founded on the idea of creating and sharing with your friends, and it’s exciting that Sonic is able to share his global adventures directly with Snapchatters around the world”.