By Shona Ghosh

Shona Ghosh/Business Insider

Snapchat’s Ferris wheel.

If you happen to be in Cannes this week, you’ll see a colourful new addition to the French seaside town.

It’s Snapchat’s giant, yellow Ferris wheel.

Snapchat put up the ride this week as part of the Cannes Lions advertising festival, which draws thousands of advertisers and agencies every year. It’s one of the most important events on the ad industry’s calendar, with Facebook, Twitter, and Google paying huge amounts of money to create a presence there.

But Snapchat has outdone its rivals with its eye-catching addition to the conference, which sits outside the normally drab Palais des Festivals, and is one of the first things conference attendees will see.

The ride is open to the public during the festival, so naturally I had a go.

Get the latest Snap stock price here.

This is Cannes, a seaside town in France mostly famous for its annual film festival. There are conferences all year round.

The Cannes Lions conference takes place in June, and is one of the most important events in the ad industry’s calendar.

That’s why Snapchat has (probably) spent a lot of money putting up this fun, bright yellow Ferris wheel right next to the conference entrance.

It’s incredibly yellow. There are bright lights on the wheel’s spokes and, of course, the bright yellow Snapchat ghost logo right in the middle.

The ride is open to anyone, but if you want to go on the wheel, you have to go through a metal detector first. Security is very tight at Cannes right now.

There’s a mysterious Snapcode on the side of the entry booth…

I get through security and join a growing queue. It’s still early in the festival, so there aren’t many people yet. And a few of them look like normal tourists!

It’s almost 30 degrees in Cannes, but Snapchat had branded umbrellas on hand to keep queuing wheel-goers dry if necessary.

After a few minutes, I get to climb into one of the swinging cubicles as it goes past. There’s someone on hand to make sure I’m safe.

Ferris wheels move slowly, so for a while all I can really see is the conference centre and the other cubicles.

Eventually, we get to the top — and the sunset view over Cannes’ beaches is pretty cool.

We go around twice, but there isn’t much to see except that view at the top. I open Snapchat to take a selfie — and it turns out that Snapcode earlier was for a custom Lens.

After two rotations on the Ferris wheel, it’s time to get off. As you leave the wheel, Snapchat representatives hand you a branded yellow lollipop — they’re lemon-flavoured and incredibly sweet.

As it gets darker, the Snapchat wheel begins to light up. It’s open until midnight through the festival so people can get nighttime views if they want.

As you leave, there’s also a vending machine that will sell you Snapchat’s Spectacles smart glasses for £129.99. This is one of the first machines in Europe.

I take a look back at the wheel as it gets darker — it looks pretty cool!

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Source:: Business By Insider