Epic Records, 21 Savage Celebrate Immigrants With AR TikTok Filter

From AdWeek…

To promote the release of rapper 21 Savage’s latest album, american dream, on Jan. 12, Epic Records partnered with creative company Mojo Supermarket to release an augmented reality TikTok filter intended to be used by immigrants.

The Dare to Dream filter can be accessed by searching TikTok’s Effects menu. The filter will first prompt the user to answer whether they’re an immigrant, and if they select “Yes,” a preview from the american dream album will play as graphics inspired by a green card and an animated picture of the artist appear on the screen through augmented reality.

If they select “No,” they’ll be told the filter is “for immigrants only.” (21 Savage is from Great Britain and was arrested in 2019 by Immigration and Customs Enforcement for being in the U.S. illegally.)