Allwyn, operator of The National Lottery, has launched the latest activation in its ongoing EuroMillions campaign with Snapchat.

The partnership, which was brokered by media agency Hearts & Science, brings innovative tech-led experiences to users.

The activation gives people the opportunity to immerse themselves in the ultimate dream lifestyle they could win with EuroMillions through Snap’s AI Lens.

Allwyn’s campaign is the second in a series of activations that deploy AI in a novel way, setting a new precedent for how brands can effectively engage with their customers.

Designed to capture the aspirational essence of the EuroMillions non-cash prizes on offer – in this case, the round-the-world trips – the Lens allows users to instantly place themselves in high-end holiday scenes.

The interactive Lens – which features precise audience targeting of over-18s – allows players to take selfies to transport themselves to some of the world’s most desirable holiday destinations: from dinner in New York to golden beaches in Fiji, and from Tokyo to Cape Town, Honolulu, Miami, Rome, Vancouver Island, the Philippines and Australia.

To maximise engagement, Allwyn has once again taken over Snap’s premium First Lens position, ensuring the experience sits front and centre for every Snapchat user.

An innovative media strategy, led by Hearts & Science, amplifies the campaign through premium placement and auction-based activity designed to drive awareness and share.

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.