According to a statement, PepsiCo stated launching the Twisties Museum campaign in association with PHD. The Twisties Museum features buyer-submitted photos of Twisties that mirror real-life objects.

PHD adds a twist with an immersive AR experience in cooperation with Snapchat. Here users can leap a lifelike gallery through the Snapchat lens, where users can scan last year’s Twisties winner and uncover new favorites.

“We are excited to be partnering with Snapchat and PHD to create our first-ever augmented reality World Lens. Through this partnership, we have been able to bring to life the Twisties Museum and have consumers interact with Twisties in a whole new, fun, and creative way.” – Xin Na Zeng, Twisties’ Brand Manager Xin Na Zeng.