Snapchat turns Sydney Harbour into Middle Earth for Rings of Power finalé

Tayla Foster
By Tayla Foster | 10 October 2022

Snap has partnered with Prime Video Australia to bring Landmarker technology for the first time to the Sydney Harbour Bridge, which will enable fans to visualise Númenor, an island kingdom located to the west of Middle-earth, through Augmented Reality.

Fans of The Lord of the Rings can activate this ground-breaking technology along the Harbour Foreshore.

To celebrate the finale of The Lord of the Rings: The Rings of Power on Friday, October 14, Snapchat, together with Prime Video Australia, is launching an Augmented Reality (AR) experience on the world-famous Sydney Harbour Bridge, bringing the island kingdom of Númenor to life for fans. The Lord of the Rings: Rings of Power AR experience on Snapchat will be available October 6 - 22.

Fans of The Rings of Power can visit the 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 series. In a matter of seconds, the Harbour Bridge Pylons will turn to statues of Númenor.

Powered by 3D reference models of the Landmarker’s architecture, Snapchat’s Landmarker technology enables AR experiences which transform the world's well-known landmarks and allow Snapchatters to experience them like never before.

APAC general manager, Snap Inc., Kathryn Carter said: “The Snapchat community uses ground-breaking AR technology to engage with the world around them everyday with incredible innovations which allow our community to experience the power of AR, through the Snapchat camera, like never before. We're thrilled to be partnering with the Prime Video Australia team to bring The Lord of the Rings: Rings of Power to life on The Sydney Harbour Bridge via our exclusive Landmarker technology in Australia for the first time after huge success in major events in London, Paris, New York, Mumbai and Singapore."

Head of Prime Video Australia and New Zealand, Hushidar Kharas said: “Great architecture is a part of our culture, and what better way to delight our Australian customers than by transforming one of the most recognizable icons of Australia into an equally iconic piece of popular culture- the great island kingdom of Númenor. We are thrilled to be working with Snap on bringing an innovative piece of technology to Australia for the first time from October 6, a week prior to the series finale on Friday October 14.”


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