Jack in the Box Backs Sonic the Hedgehog With a Snapchat AR Face Lens

The Paramount Pictures feature film hits theaters Feb. 14

Snapchatters in San Diego, San Francisco and Santa Monica can access an exclusive marker tech experience Jack in the Box/Paramount Pictures/Snapchat

Jack in the Box teamed up with Paramount Pictures to celebrate the upcoming premiere of feature film Sonic the Hedgehog with an augmented reality face lens on Snapchat.

Snapchatters in the U.S. can access the lens via Lens Carousel to begin a game where they tilt their heads to race down a track as Sonic, capturing Tiny Tacos along the way and avoiding obstacles to slow them down.

Jack in the Box/Paramount Pictures/Snapchat
Jack in the Box/Paramount Pictures/Snapchat
Jack in the Box/Paramount Pictures/Snapchat

The lens also features an Order Now button, which users can press to order Tiny Tacos via a custom landing page for Jack in the Box via Uber Eats.

As a special bonus, Snapchatters who achieve a “Taco Score” of 50 during the game will win free delivery via Uber Eats on their next order from Jack in the Box placed via Snapchat’s shoppable AR integration.

California Snapchatters in San Diego, San Francisco and Santa Monica can also access an exclusive marker tech experience at various Jack in the Box locations that enables them to scan the iconic gold rings from Sonic the Hedgehog to win a free order of Tiny Tacos via Uber Eats.

Jack in the Box/Paramount Pictures/Snapchat
Jack in the Box/Paramount Pictures/Snapchat

Sonic the Hedgehog will be released in theaters Friday (Feb. 14).


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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