Snap has placed a large yellow ferris wheel outside Le Palais in Cannes this year to promote itself to attending users, marketers and brands.
The wheel, called Le Grand Roul, is positioned near the red carpet and began operating today (Saturday 17 June), allowing delegates and members of the public to see Cannes from a whole new height.
All using the wheel are being asked to record their experience on Snapchat and share it.
A Snapbot machine has also been placed alongside the wheel, allowing people to purchase Snapchat Spectacles to enable then to record on the wheel and share their first hand view online.
Earlier this week it was reported that Snap has begun the process of developing the second evolution of the spectacles that will integrate augmented reality too.