Paramount: advert-body-1 by Snapchat

Paramount Pictures has hit the ground running with an augmented reality Snapchat campaign to mark the pending celluloid release of Sonic the Hedgehog.

Utilising AR Landmarker Lenses to transmogrify world landmarks the far-flung gamification promotion sees the likes of Chichen Itza, the Sphinx and Tower Bridge animated with golden rings for Snapchat users to collect before they are snaffled by Sonic.

In the live-action recreation of the Sega mascot the spiky blue wonder arrives on Earth to defend the planet against the nefarious activities of Dr. Robotnik (Jim Carrey).