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).
Mary Daily, Paramount’s co-president of worldwide marketing and distribution, commented: “This collaboration 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”.
In 2016 a Change.org petition called for Sonic the Hedgehog’s ‘City Escape’ backing track to be made the new US national anthem amid a Colin Kaepernick scandal in which the NFL player refused to stand for the patriotic jingle.