Snap £20 x BoE
Take note. We launch the Snapchat lens that brings to life Turner’s paintings on the new £20
In February, Snapchat partnered with the Bank of England and The National Gallery to bring to life the artwork you see on the new £20.
The Snapchat AR experience enabled the hero of the new note, J.M.W Turner’s artwork The Fighting Temeraire, to come alive as a full-colour animated version on the banknote.
The news that the new £20 note was being released into circulation was likely to go viral, but the challenge was to ensure Snapchat became a key part of that conversation.
Working with The National Gallery we took the new £20 note and captured the lens, activating on the banknote in front of the painting itself – three views on the same painting, all captured in one photo.
With these strong assets under our belt we outreached to our media contacts and set to work making as much noise about the news as possible.
Our Snapchat announcement secured over 500 pieces of earned media coverage during the campaign, landing every national newspaper plus broadcast features on ITV and BBC Breakfast. The lens was used by 1.5 million people and had a total of 4.7 million impressions on the Snapchat app.