Sony Pictures Entertainment "Jumanji: The Next Level" by Snapchat

To promote the cinema release of 'Jumanji: the Next Level', Sony has partnered with Snapchat to bring the Natural History Museum to life with its augmented reality Landmarker Lens.

The activation, created in-house by Snapchat, will be live from today and uses Snapchat’s Landmarker technology that enables AR experiences to transform iconic landmarks in real time. 

When Snapchatters are near a landmark, there will be a Jumanji icon in their Lens carousel. After selecting the Jumanji icon, the screen will tell the Snapchatter to find the building and, as the user points their phone’s camera at the building, it appears to transform.