The task was to create a bespoke activation across digital and social when Jump launched at the GRAMMYS. So, we created a branded AR filter to bring the film to life on Snapchat and encourage the community to jump, no matter where they are. Highlighting the freedom of truly AirPods Pro by creating an AR lens for the Snapchat community to jump rope around the world.

We partnered with Snapchat to design a one-of-a-kind lens using an unreleased AR technology called full body segmentation. The idea was to create an AR rope that the Snapchat community could play with. Gamifying the experience to see who could get the highest score possible. We needed to find a way to unlock the lens using the user’s full body and then develop the rope so that it could move in front of and behind them as they jumped. Recognizing when the rope passed under the feet, so that the lens could keep score and elevate the gameplay. Development of the lens required over 500 hours of testing and 27 different AR builds, including two different first-to-market technologies.

AirPods are one of Apple’s most culturally relevant and popular products, particularly with younger consumers (Gen Z). AirPods drives considerable organic discussion, memes and creativity on Snapchat — AirPods are the second most popular Apple product content category on Snapchat after iPhone. Our goal with this campaign was to reach Gen Z, the primary audience on the platform. So, we created an interactive experience with a Branded AR Lens. The lens took our AirPods Jump film concept, which saw everyday objects being magically turned into jump ropes, and created an AR rope that let users join in on the fun no matter where they were.

The AirPods Pro JUMP Lens launched immediately after the Jump film premiered during the GRAMMYS. It ran in Snapchat across 22 different markets (US + International).

The lens recorded 49.5 million total impressions (28.4 million in 24 hours). The lens had a share total of 578,000 and was saved 52,000 times.