Britney Spears Celebrates 'Baby One More Time' 25th Anniversary with Special Snapchat AR Experiences (Exclusive)

The pop superstar is teaming up with Snapchat to release a series of Lens experiences, a Spotlight Challenge and more in honor of the milestone anniversary

Oh baby, baby! Something special is coming to Snapchat for Britney Spears fans.

In honor of the 25th anniversary of Spears’ 1999 debut album ...Baby One More Time, the pop icon, 42, is teaming up with Snapchat to release a series of augmented reality experiences and more to celebrate.

The all-new, ...Baby One More Time-themed filters and special features are available in the app now, as the superstar’s hit record arrived 25 years ago on Jan. 12, 1999.

Among the experiences available to Snapchatters include a series of Lens features inspired by the album, which includes pop classics like “(You Drive Me) Crazy” and “Sometimes,” among other fan-favorites.

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With one Lens feature, app users can virtually try on and purchase a letterman-style jacket while the album’s title track plays. Designed in pink and white with “Spears” lettering across the chest, it calls back the playful, schoolgirl-inspired wardrobe from her iconic “...Baby One More Time” music video.

Another Lens feature actually also gives fans the opportunity to virtually dance like they’re in the “...Baby One More Time” video by augmenting the Snapchatter’s shoulders on the screen so it looks like they’re shimmying, as the Grammy winner does in the visual.

To celebrate even more of the album's tracklist, there’s also opportunities for Snapchatters to add their favorite songs and remixes from the album to their Snaps, whether their post is going on their Story, Spotlight or being sent to friends.

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Beyond the fun filters and sound bits, fans can also enter a Spotlight Challenge with the opportunity to take home a cash prize. Inspired by the singer-songwriter’s own dance videos that she films at home and shares across social media, Snapchatters can submit their best “foyer dance” for a chance to win a share of $20,000.

To enter the contest, which runs from now until Jan. 19, access Spotlight to the right of the camera via the “Play” symbol, tap the trending up symbol at the top right corner of the app, select Challenge and either upload a video or create one with the Snapchat Camera.

By following Spears on Snapchat, fans of the “Toxic” singer can also check out behind-the-scenes footage from the making of the “...Baby One More Time” music video, performance clips from throughout her storied career and more.

The release of Spears’ debut album — which she primarily worked on with legendary pop producers Max Martin and Rami Yacoub — instantly launched her into pop superstardom. Still today, the project remains one of the best-selling albums of all time, and its lead single is widely regarded as one of the best debut singles in pop history.

Five years ago, upon the 20th anniversary of “...Baby One More Time,” the recording artist took to X (formerly Twitter) to share what the milestone meant to her.

“It’s hard to put into words what today means to me…” Spears posted, along with footage from the set of the song’s video. “20 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 1…”

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In a separate post, the “Hold Me Closer” artist added, “Your support over the years has meant the absolute world to me!! Love you all!”

At the time, Spears also reflected on the song’s pop culture resonance in an interview with The Guardian. “The whole song is about the stress that we all go through as teens,” the singer explained.

Although Spears admitted to knowing it was a “great song” at the time, she revealed that she couldn’t fathom how influential it would be to her career. The hitmaker shared, “It was different and I loved it, [but] I don’t think you can anticipate how a song is going to be received."

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