AR Technology Invades The Cannes Lions Festival

Locate one of Niantic’s AR viewfinders to unlock fun experiences using the company’s Lightship VPS technology.

The Cannes Lions International Festival of Creativity is a global event that has been showcasing creative excellence in communications, advertising, and connectivity between people and brands since 1954. In addition to celebrating hard work and creativity, the event includes big networking opportunities and award ceremonies as well as a swanky opening and closing gala.

Each year in June roughly 15,000 industry leaders from 90 countries make their way to France to join in the festivities. This year, organizers plan on augmenting the festival with a slew of interactive AR experiences that attendees can discover throughout the festival area and unlock thanks to a new partnership with Niantic.

As a partner, Niantic will lean on 8th Wall technology, which was acquired by Niantic back in March to deliver captivating WebAR experiences you can access on your smartphone without having to download a third-party app. This includes Doty’s Metaverse Trek AR Scavenger Hunt created by Aircards in partnership with Emodo as well as the Niantic ARship tour.

You’ll also be able to share your Cannes adventure by sending your friends and family an AR postcard created by Orb Amsterdam or check out the Screenless NFT AR Exhibition curated by the NFT design agency Turboslow.

Powered by 8th Wall’s frictionless WebAR technology, attendees and visitors will have no problem launching fun AR games and exhibits from their phones, all without the need to download an app. Simply locate one of the “8 Code” QR codes scattered throughout the event, open your camera app on your phone, and scan the code to get started. 

On top of fun 8 Code AR activations, Niantic also plans on using real-world objects as part of the fun. As you stroll around Cannes, keep an eye out for one of several Niantic AR Viewfinders. These cool orange devices will let you experience Cannes in a totally different way by providing you with digital information and AR experiences on the city using Niantics Lightship VPS

The festival, which runs from June 20th to June 24th, is known not only for celebrating unique cutting-edge marketing techniques but for its killer parties as well. As a sponsor, Niantic will be hosting their own Cannes soiree during the event! If you happen to be at the festival this year, you can check out the Niantic Happy Hour on the Terrace Stage on Thursday, June 23 at 5:30. 

Not only will you be able to meet with the Niantic team in person and check out a bunch of fun WebAR activations, but you’ll also enjoy drinks, shake your booty, and learn more about connecting with your audience through WebAR marketing and advertising using 8th Wall.

If your main objective is all business, however, then you should join Niantics VP of Engineering, Erik Murphy-Chutorian, for a panel discussion at the Infillion Garden on how Web3 (aka the metaverse) will impact the future of consumerism.

The Cannes Lions International Festival of Creativity runs from June 20th to June 23rd in Cannes, France. Check out their website for information on the festival and their partnership with Niantic.
Hit the following links for more information on Niantic and 8th Wall.

Image Credit: Niantic x Cannes

About the Scout

Bobby Carlton

Hello, my name is Bobby Carlton. When I'm not exploring the world of immersive technology, I'm writing rock songs about lost love. I'd also like to mention that I can do 25 push-ups in a row.

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