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Ben & Jerry’s breaks ground with Facebook AR Filter

Here’s a tempting way to blow some time on Facebook: attempting to eat virtual marshmallows.

I Scream for Digital Ice-Cream?

Ben and Jerry’s recently created a Facebook AR filter to promote their new ranch of ice-cream called Marshmallow Moon. 

Users take a selfie, and the filter overlays a pair of glasses and ice-cream cones. Tapping the filter causes it to rain virtual marshmallows and presto: you have to try and gobble as many as possible as the cones keep count.

Miss five marshies and the game starts again.

Sweet sauce

In the past, brands such as Wendy’s have used interactive filters with Snapchat lenses, but this is one of the first on Facebook. 

The filter is part of a larger Marshmallow Moon campaign, which is being launched in partnership with comedian Jimmy Fallon. The limited edition flavour can only be purchased in Ben & Jerry's shops and online.

If it's a hit, expect more innovation around Facebook AR filters. And possibly marshmallows.

Have you used or experienced AR filters before? Let us know what you think in the comments.

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