Papa Johns and Snapchat Teamed Up on an AR Activation Backing Spider-Man: Far From Home [Video]

The pizza chain used Snapchat’s marker tracking technology to create an AR experience activated when Snapchat users scan the Snapcode on its special new collectible Spider-Man: Far From Home XL pizza box.

When activated, the pizza box transforms into a European landscape, which includes the Palace of Westminster and Tower Bridge in London and the Rialto Bridge in Venice, Italy.

Spider-Man’s alter ego, Peter Parker, is on a European class trip in the Marvel Studios feature film, which opens in U.S. theaters July 2.

Snapchatters can watch a Papa John’s web span across the landmarks, in 360 degrees, and they can also unlock a custom Papa John’s Snapchat face lens that includes a game in which players trap pizzas using Spider-Man’s web from Papa John’s pizza box toppers or within the Snapchat application.

Papa John’s chief marketing officer Karlin Linhardtsaid in a statement, “This augmented reality encounter will allow Papa John’s to elevate the pizza-eating moment by …