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On September 25, Ariane 5 will lift off for the 100th time from the European Spaceport in Kourou, French Guiana, on the equator in South America. To celebrate this event, ArianeGroup, ESA, CNES, and Arianespace set up a campaign to make the European Ariane 5 launcher a part of people’s daily lives. With a street-marketing operation, a short film with German astronaut Matthias Maurer, a dedicated website, a competition using a Snapchat Lens*, and several hundred selfie mashups, the #withariane campaign interacts with people across Europe and pays tribute to the launcher which is the hallmark of Europe in space.
*an augmented reality Snapchat filter
Since early September, Paris has been the scene of a vast street-marketing operation with thousands of posters put up around the city. By scanning the QR code on the posters using the Snapchat app, members of the public can download an Ariane Lens created by the agency SweetPunk. They can then “launch” Ariane 5 from any location they choose, and lots of their videos simulating lift-off have already been posted on social networks.
Enthusiasts can also share a selfie on Twitter, and SweetPunk will superimpose the Ariane 5 launcher on it.
All photos, videos, and GIFs published on Twitter with the hashtag #withariane go into a competition organized as part of the campaign. At the end of the competition period, a jury will choose the winner of a three-day trip to the European Space Center at Kourou.