Accessible via a Snapcode posted on Twitter and on display in the Disney Springs Levi's store, the augmented reality experience places a virtual rendering of a Mickey Mouse denim cap, with a smile from the user triggering a background and foreground effects within the frame.
For the rear-facing camera, users can project a 2D sticker of Mickey Mouse himself into their surroundings, along with a lighted "catwalk" upon which users can move Mickey back and forth. But this is a merely a placeholder, as the on-screen prompts push the user to find a face.
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Once users are done playing with the augmented reality experience, they can click the "Shop Now" button to buy the hat for $25. The limited edition cap, celebrating Mickey Mouse's 90th birthday, is available exclusively through Snapchat.
Composed of 98% cotton and 2% elastane, the one-size-fits-all adjustable cap arrives via same-day shipping to select Orlando zip codes (though hotel receiving fees may apply), while all other US addresses enjoy free two-day shipping.
Launched in April with early-access partners Adidas, STX Entertainment, Clarion, and King, the Shoppable AR Lens enables brands to embed e-commerce actions, such as purchasing items directly through Snapchat, visiting other websites, or installing apps, right into their custom AR experiences.
Between Shoppable AR, its sponsored AR experiences, and the new Visual Search functionality, Snapchat is aiming to be the AR advertising destination of choice for the biggest brands. Despite these offerings, reports of a continued drop in user growth may impede the company's ability to continue to convince advertisers to spend their marketing dollars on the platform.