Eurovision, Dragons, and Red Bull: AR Filters Get a May Makeover

May saw marketers crank up the interactivity with AR filters that blended fandoms, film promotions, and party vibes—all with a swipe and tap. Eurovision led the way on TikTok, rolling out head-controlled filters that encouraged users to rank songs and engage with the competition like never before. Instead of just arguing over point totals, fans got hands-on (or rather, head-on) with their musical hot takes in real time, giving Eurovision’s digital footprint a welcome surge leading up to the finale.

Elsewhere, the Design Museum in London tapped into Tim Burton's wonderfully weird universe with an immersive AR push to complement the end of their big exhibition. Creating a moody, animated world drawn from his artwork and archives, the lens offered Burton fans an eerie little portal into his creative subconscious—right from their phones. For culture lovers who missed the trip to Kensington, this AR detour was as close as you could get to being inside a Burton sketchbook.

Meanwhile, Universal went full fantasy mode with AR experiences promoting the new How To Train Your Dragon film. Snapchat and TikTok users could discover their inner dragon rider—or at least turn their pets into one. Red Bull also kept spirits (and heart rates) high with action-triggered lenses encouraging fitness challenges and party-ready transformations, tailored perfectly to the brand’s wired persona. With more platforms prioritizing AR, it’s clear that brands aren’t just selling—they’re inviting consumers to play.

Read more at LensList.