Verizon, Snap and Cirque du Soleil have introduced the latest augmented reality Snapchat Lens. It is a three-minute aquatic presentation inspired by “O,” a Cirque du Soleil aquatic live show normally seen at the Bellagio in Las Vegas.
The presentation uses advanced motion capture technology and Verizon 5G Ultrawideband and is exclusive to Verizon Snapchat users with 5G smartphones in the Las Vegas metro area and near 238 Verizon company stores around the U.S. A 4G version is available for all Snapchatters.
The presentation was built by Acadia, an augmented reality (AR) studio.
“The Cirque du Soleil –‘’O’’ Lens showcases a trifecta of innovation leveraging Verizon 5G Ultra Wideband, Snap’s AR technology and the artistry of ‘O,’” Kris Soumas, Director of Consumer Content Partnerships at Verizon, said in a press release. “Consumers desire unique experiences like the ‘O’ Lens and Verizon 5G Ultra Wideband is built to provide these while working with the best partners in the industry to deliver.”
The first augmented reality Verizon Snapchat Lens was a performance by the Black Pumas at the New York Public Library. It was released in November 2020. The project was announced a year earlier.
The second Verizon-Snap collaboration, which was announced last April, focused on a famous mural in Venice Beach, CA. The action consists of a famous incident in which a cougar known as P-22 crossed two eight-lane highways in Los Angeles in search of a new home. The action is an AR presentation of the cougar breaking free from the wall and reuniting with his mate.
AR is a key application as service providers and their ecosystems try to generate revenue from and build momentum for their 5G deployments. Last month, Meta – formerly Facebook – laid out some network transitions that must occur in order to for AR, virtual reality (VR) and advanced technologies to thrive. The prerequisites are significant advances in network latency, symmetrical bandwidth and network speeds; worldwide stakeholder partnerships and openness and interoperability to enable the broadest possible participation.
Joan Engebretson contributed to this report