Snap and Rufus powered by Initiative Turn Harbour Bridge into Númenor from Lord of the Rings

Snap and Rufus powered by Initiative Turn Harbour Bridge into Númenor from Lord of the Rings

Rufus powered by Initiative has launched a new campaign with Snap to promote the first season finale of The Lord of the Rings: The Rings of Power, that turns Sydney Harbour into fantasy island kingdom Númenor.

Rufus powered by Initiative is Amazon’s dedicated media and communications agency working across retail, device, Flex, Amazon Web Services and Prime Video, and the new campaign with Snap is a first for Australia.

Snapchat users will be able to use the company’s “Landmarker” technology, enabling fans to visualise Númenor, an island kingdom located to the west of Middle-earth, through Augmented Reality (AR).

The takeover is set to start on Friday 14 October while other Snapchat AR experiences promoting the series will run from 6-22 October. Fans of The Rings of Power can visit the iconic Harbour Bridge and watch in awe as the entire structure is transformed to the entrance of Númenor, which was brought to life for the very first time in Prime Video’s epic series. In a matter of seconds, the Harbour Bridge Pylons will turn to statues of Númenor.

“Our aim was to offer Tolkien fans new and existing an opportunity to engage with the epic series The Lord of the Rings: The Rings of Power. Through Snapchat’s Landmarker technology, we have been able to celebrate the series through new and innovative technology and continued to forge connections between two worlds. We’re grateful for the opportunity with Prime Video and Snapchat to bring to life this first-to-market opportunity for Australian customers,” says Sarah Moore, Rufus powered by Initiative’s digital director.

While this new campaign is a first for Australia, Snap’s Landmarker technology experiences have been created to support other major events in London, Paris, New York, Mumbai, and Singapore. Powered by 3D reference models of the Landmarker’s architecture, Snapchat’s Landmarker technology enables AR experiences which transform the world’s most iconic landmarks and allow Snapchatters to experience them like never before.




Please login with linkedin to comment

amazon prime video Rufus powered by Initiative snap

Latest News

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
  • Advertising
  • Campaigns

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants

SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
  • Advertising

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops

Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]