Britney Spears Teams Up with Snapchat for ‘Baby One More Time’ 25th Anniversary

Britney Spears Snapchat
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Britney Spears Snapchat
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Photo Credit: Snapchat

Britney Spears is celebrating the 25th anniversary of her debut hit, ‘Baby One More Time,’ with a series of augmented reality experiences on Snapchat.

Britney Spears’ debut album is turning 25, and to celebrate, she’s teaming up with Snapchat for a series of AR experiences featuring …Baby One More Time-themed filters and special features.

Lens features include virtually trying on (and purchasing) a letterman-style jacket in pink and white with “Spears” lettering, as the album’s title track plays; a “shimmy” effect on fans’ shoulders to emulate Britney’s dance moves; and the ability to remix tracks from the album and add them into Snaps, including Spotlights and Stories.

Fans can also enter a Spotlight Challenge with the chance to win $20,000 cash. Until January 19, users can submit their best “foyer dance” inspired by the singer’s homemade dance videos for a chance to win. Spears herself will also be showing behind-the-scenes footage and performance clips to celebrate the album’s anniversary.

Britney Spears’ …Baby One More Time released in 1999 and remains one of the best-selling albums of all time. With legendary pop producers Max Martin and Rami Yacoub at the helm, its lead track is widely regarded as one of the best debut singles in pop history.

“It’s hard to put into words what today means to me,” Spears posted on Twitter five years ago, during the album’s 20th anniversary. “Twenty years ago, the world heard my music for the very first time! So much has happened since then,” she continued. “But what I really want to say is thank you to my amazing fans who have been there for me since day one.”

Spears has admitted that she couldn’t have fathomed the impact the song would have on her career, despite knowing from the beginning that it was a “great song.” She explained that the song is about “the stress that we all go through as teens,” and that while that undoubtedly resonated with fans at the time, “I don’t think you can anticipate how a song is going to be received.”