[karma20]

> It is fascinating how we are moving from traditional ads, as everyone has grown an automatic negative response, into these more subtle experiences.

Absolutely, and overlay AR sounds like their next step:

> Snap recently released zanily animated beacons called Landmarkers — the Eiffel Tower can pop like a champagne bottle for tourists.

Interesting that they've already tested this with an ad campaign [1] but don't want partners to dilute theirs IRL [2].

[1] https://variety.com/2019/digital/news/game-of-thrones-snapch...

[2] https://lensstudio.snapchat.com/templates/landmarker/