Mere days before the event, we took the 3D elements that were to be used in the broadcast AR and developed an AR lens on Snapchat, complete with both a world and face lens view. The world lens view pulled the floating AR elements from the performance into the fans’ world so they could bop along to the music. When flipped to face lens view, fans could transform into one of the characters with lightning bolt eyes, where moving their mouth would trigger lightning and thunder. The fans could truly play within the same world as J. Balvin and Bad Bunny’s “Que Pretendes” performance. The lens launched during the broadcast with an on-screen promotion at the end of the performance driving fans to use the Snap Code to activate the lens at home. Simultaneously, we launched social promotion of the lens across MTV social accounts, giving fans another way to experience the performance they just watched on TV. In less than three days, the lens became MTV’s second-highest performing Snap lens to date. The campaign served as a shining example of how we create innovative viewing experiences, bringing the VMAs to every corner of our fans’ universe.
