Through a U.K. TV show, Snap creates use case for AR

Snap wants to sell consumers on the entertainment value of augmented reality (AR) experiences, so it’s teaming up with a U.K.-based broadcaster to look back at some of the earth’s long-lost monuments. Seven Wonders of the Ancient World, a self-explanatory docuseries on Channel 5, includes interactive elements powered by the parent company of Snapchat.

In a Newsroom post, Snap explained how its contribution to Seven Wonders of the Ancient World functions. “By simply scanning an on-screen QR code with their phones, viewers will be able to virtually travel to moments in time to explore, learn, and see these sites,” reads the post. “From traveling to Egypt’s Old Kingdom to check out the Giza Pyramids to seeing the beautiful Hanging Gardens of Babylon — people will be able to explore these awe-inspiring sites in Augmented Reality.”

The concept of a “second screen” adjacent to TV viewership is nothing new, especially in the context of social media platforms

, but the idea has recently been reexamined. Kids, for example, have been identified as regular users of second screens, inviting media companies like Netflix to cater programming to a half-checked-in audience.

Snap’s integration, however, isn’t just about consumption habits. The tech company has gone all in on AR, developing programs and in-app features that encourage users to create their own effects. A revenue-sharing program for Lens creators arrived in 2023. Earlier this year, Snap debuted a Lens+ subscription service, which offers access to premium AR products in exchange for an $8.99 monthly fee.

There’s more room for Snap to expand its AR push. As companies like Meta bring wearable tech into vogue, Snap has an opportunity to reenter a field it previously abandoned. That move would be easier if consumers can see clear use cases for AR effects — hence Seven Wonders of the Ancient World.

Channel 5’s wondrous docuseries is produced by SandStone Global Productions and hosted by Bettany Hughes OBE. It premiered in the U.K. on August 2. Viewers in the rest of the world can check out Snap’s AR integrations by visiting the SandStone website.