Snapchat's partner summit this year was done entirely in augmented reality

Snapchat used large LED screens to present its annual “Snap Partner Summit,” a move that caught the attention of tech insiders who were eager to see what the company had been building during the pandemic.Why it matters: The annual presentation, done entirely in augmented reality (AR) this year, has become a must-see event for Snapchat stakeholders — akin to how Apple’s product announcements have become cultural moments.Get market news worthy of your time with Axios Markets. Subscribe for free.”It communicates who we are and our values as a company,” said Betsy Kenny Lack, Snapchat’s head of global brand strategy.Details: The presentation allowed speakers to present new products alongside a virtual background.It opened with a scene inspired by the National Forests and State Parks of Southern California.”We created three acres of forest,” Kenny Lack said. The intention was to draw attention to the wildfires impacting the Southern California region, where Snap Inc. is based. The scene was a nod to a new partnership Snap announced with Re:wild and the National Parks Service.The forest scene features virtual recreations of many of the flowers, plants and species found in the region, including Birch trees and perennial flowers. It carried across the event as…
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