Rimmel has launched a digital campaign that virtually takes over London's Tower Bridge to promote its Thrill Seeker Pitch Black mascara. Snapchat users can see the famous bridge coated in black liquid when they point their cameras towards it.

The campaign, created by creative studio and production company Tommy, will be live-streamed across major platforms, including TikTok, Snapchat, Meta, YouTube, Vevo, and VOD (ITVX, C4, Sky, Amazon Freevee), alongside the capital city. Over the weekend, Rimmel-branded pedicabs equipped with Snap codes will be stationed around Tower Bridge, encouraging people to not only grab a sample of the beauty product but also to scan the experience and interact with it.

Snapchat's Senior Client Partner for Beauty, Katie Morrison, commented: "With 250 million people interacting with AR on Snapchat daily and 92% of Generation Z saying they use AR to shop, we’re putting AR at the heart of Rimmel’s campaign. The Snap strategy was key to delivering an impactful campaign."

"It was really exciting to work on this project, especially as Rimmel's approach lends itself well to innovation. We drew on insights and data showing how Snapchat users engage with AR on the platform and how they stand to benefit from using our latest products and solutions," she added.

On London buses, where the experience goes offline, dual convex lenses will enable people to view before-and-after images of Coty's mascara. Digital ribbons and billboards will be found throughout the city, and special structures will appear in both London Westfield shopping centers.

Susie Thompson, Senior Director of Media and Communications at Coty UK&I, said: "This campaign allows Rimmel to connect with Snap's younger audience in the most engaging and fun way by harnessing the power of London's iconic landmarks. We’re constantly exploring new ways to push the boundaries of creativity for our brands, and this partnership with Snap aligns so perfectly with us that we know Snap’s audience will be just as excited to be involved."

The campaign will run until the end of August.