Snapchat has created its first fully immersive augmented reality advertising with Netflix for the launch of Stranger Things 2.
Taking advantage of the newly launched World Lense feature, the tie up creates an entire world beyond the familiar face changing selfies and transports fans of the hit show into the home of the Byers family, a central part of the series.
The first "portal" world lens also contains surprises and "easter eggs" for users who can walk around and explore the room and tap on items.
It is also partnering with Shazam, the music recognition app, for the first time: the lens is unlocked by the theme music of the show. And in the UK users will be treated to an additional lens that put a swimming pool that features in the first series onto people's floors which they can then walk around.
The Netflix show is hugely anticipated and will be available to watch today.
It's the latest efforts by parent company Snap Inc in a flurry of features launched in the last few weeks. It has also launched Context Cards which add more information in messages such as location and even the ability to order an Uber. Meanwhile it announced plans last week to create TV-style original scripted content with NBC.