B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • AFL
  • WPP
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • ARN
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Snap and Rufus powered by Initiative Turn Harbour Bridge into Númenor from Lord of the Rings
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Campaigns > Snap and Rufus powered by Initiative Turn Harbour Bridge into Númenor from Lord of the Rings
CampaignsTechnology

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

Staff Writers
Published on: 6th October 2022 at 9:42 AM
Staff Writers
Share
2 Min Read
SHARE

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.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: amazon prime video, snap
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Agency Scorecard: Special
09/07/2025
Agency Scorecard: iProspect
09/07/2025
Meet Adland’s Best Number-Whisperers In The Best Of The Best Data Scientists!
09/07/2025
State Vs State, Campaign Vs Campaign: Brands Go Head-To-Head In The Origin Decider
09/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?