Augmented Reality Elevates National Celebration: A Look at Snapchat’s Innovative Offerings for Saudi National Day
Dubai, United Arab Emirates – 24 September 2025
In a remarkable demonstration of how technology can enrich cultural celebrations, Snapchat has unveiled two groundbreaking augmented reality (AR) experiences to commemorate Saudi National Day this year. Dubbed “Kingdom Lenscape Season 2” and the inaugural “Kingdom pARade,” these initiatives illustrate the potential of AR to turn significant national moments into vibrant, interactive experiences for millions across Saudi Arabia.
Kingdom Lenscape: A Blend of Heritage and Innovation
Following the resounding success of its inaugural season, Kingdom Lenscape returns for a second act, presenting a refreshed and captivating approach to AR storytelling. This season, users will embark on a virtual journey that begins in the historic Saudi desert, symbolizing the nation’s narrative of evolution and unity. This experience seamlessly weaves together cultural touchstones with cutting-edge technology, creating what can be described as a narrative tapestry that is both nostalgic and forward-looking.
The design of Kingdom Lenscape is not arbitrary; it invites participants to immerse themselves in a spectacle that merges Saudi heritage with modern innovation. As Snapchatters engage with the experience, they are encouraged to reflect on the Kingdom’s past while being connected to its ambitious future. The activation partners with esteemed brands, including PepsiCo’s Lay’s, Rama Clinics, and Stars Smile, ensuring that Kingdom Lenscape evolves as a premier storytelling experience on the platform. This collaboration enriches the overall narrative, as each brand brings its unique identity into the AR landscape, thus reinforcing the cultural milieu from which they stem.
Kingdom pARade: A New Frontier in Digital Festivity
In a similar vein, the newly introduced Kingdom pARade transforms Snapchat into the canvas for a grand digital parade, marking a significant augment in the brand’s festivities for Saudi National Day. Each participating brand will present its own segment, crafting a multifaceted tableau of animated parades that unfold throughout the app. This activation symbolizes a shift towards more inclusive and interactive forms of celebration in the digital age.
The experience begins with a selfie lens that participants can transform into a rear-facing camera, inviting users to be enveloped in a world of branded animations that mimic the excitement of a physical parade. Leading brands like Level Shoes, featuring renowned names such as Nike and Adidas, as well as cosmetics giants including YSL and Maybelline, contribute to this mosaic of digital festivities. Both participants and viewers are offered a front-row experience to this unique display, replete with a sense of wonder typically associated with live celebrations.
Mohammed Bouarib, the Regional Creative Strategy and Innovation Lead at Snap Inc., stated, “Saudi National Day is a moment of pride and celebration for millions across the Kingdom. With Kingdom Lenscape Season 2 and Kingdom pARade, we are giving Snapchatters and brands the opportunity to take part in that celebration through immersive AR experiences that combine storytelling, innovation, and cultural relevance.” His comments underscore how Snapchat aims to position itself as a central platform for not just social interaction but also cultural engagement.
Significance of AR in Cultural Celebrations
These two innovative activations underscore the growing importance of augmented reality in modern cultural expressions and brand narratives. With over 25 million monthly active users in Saudi Arabia, Snapchat has integrated itself into the very social fabric of the nation, making it a vital medium through which cultural sentiments are shared and celebrated. The annual National Day festivities have become a prominent occasion during which millions engage with AR, reinforcing its status as a powerful tool for cultural expression and brand storytelling.
In essence, Snapchat’s celebration of Saudi National Day through these immersive experiences serves as a testament to the ways in which technology can strengthen community ties, articulate cultural pride, and promote shared narratives. As the Kingdom continues to advance towards a future steeped in innovation and inclusivity, such experiences resonate deeply with the population, reflecting their aspirations, values, and collective identity.
As the sun sets on yet another National Day, one thing is clear: the intersection of culture and technology is not only reshaping the way we celebrate but also forging a new path for storytelling in Saudi Arabia and beyond.
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