LONDON, UK — Allwyn, operator of The National Lottery, has unveiled the latest activation for EuroMillions in collaboration with Snapchat, marking a first for UK advertising with the use of Snap’s AI Lens technology. Timed to coincide with this Friday’s EuroMillions draw, which offers a £107 million jackpot alongside 10 luxury round-the-world trips, the campaign spotlights aspirational travel experiences made possible through a win.
Brokered by media agency Hearts & Science, the partnership leverages immersive, tech-led engagement to bring EuroMillions’ non-cash prizes to life. Through the AI-powered Snapchat Lens, users can instantly transport themselves to luxury destinations — from dining in New York to lounging on Fiji’s golden beaches, or exploring Tokyo, Cape Town, Honolulu, Miami, Rome, Vancouver Island, the Philippines, and Australia.
By securing Snap’s premium First Lens position, the activation ensures maximum visibility, placing the experience directly at the forefront of the platform. The campaign builds on a series of innovative activations that explore how AI can deepen brand engagement and consumer relevance.
Helen Nash, Paid Social Manager at Allwyn, said “Our aim is always to keep EuroMillions exciting and relevant, and this latest Lens activation lets players visualise themselves enjoying once-in-a-lifetime experiences all over the world. By highlighting our luxury round-the-world trips on offer, we’re showing that EuroMillions is about more than just life-changing jackpots: it’s about the unforgettable moments a win could bring.”
Laura Smith-Collins, Chief Digital & Data Officer at Hearts & Science UK, added “We’re always encouraging our clients to be bold, and embrace innovation wherever they can – and that’s exactly what Allwyn has done with Snap – becoming the first brand to use AI Lens technology in a UK advertising campaign. This campaign has set a new creative benchmark for the way brands can engage audiences and showcases how aspirational experiences can be brought to life in a fun, social-first way.”
Ian Hunter, Head of Gaming & Real Money Gaming at Snap Inc UK, said “This campaign shows the power of generative AI on Snapchat. It’s a great example of how AI-driven creativity can turn brand storytelling into a truly immersive and shareable experience.”
The campaign paves the way for further activity as Allwyn and Snapchat prepare their next activation for The National Lottery’s Lotto game early next year.
