The technical problem of adding content originating from a third party app to an augmented reality component maintained by the messaging server system is addressed by configuring the augmented reality component to modify content captured by a camera according to values of one or more attributes and to permit delivery of said values, from a third party app to the messaging server system, in the payload of a deep link that references the ID of the augmented reality component. The content that originates from the third party app and is provided to an augmented reality component maintained by the messaging server system may be dynamic, in that it may change over time, such as, e.g., sports scores provided by a sports news channel app.