Hybe India partners with Snapchat for girl group hunt’s online auditions – Music Ally

When Hybe revealed the names of the brands it had got on board for its auditions to put together a girl group from within the country, it indicated that rather just simple sponsorship deals, the associations would manifest in a series of integrated experiences, “from on-ground pop-up activations and retail engagements to digital participation”. While the “on-ground pop-up activations and retail engagements” are ongoing at the pop-up events its staging alongside the auditions—for example, the “glam stations” put up by H&M, and the “colour match” kiosks by department store Shoppers Stop—the “digital participation” aspect has arrived in the form of a tie-up with Snapchat India, the Augmented Reality capabilities of which are being leveraged for what they’re calling a “‘Lens-to-Stage’ casting experience”. Aspirants can apply to be in the girl group by filming and uploading content through the dedicated ‘Audition’ Lens, which can be found on Hybe India’s Snapchat profile or via the Lens Explorer on the platform. Hybe India’s official page also features a How-To guide and tips from ‘Snap Stars’ to help applicants “refine their digital presence”. The purpose of the partnership, says Hybe, is both to reach out to Gen Z, which forms the bulk of Snap’s
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