Snapchat is associating with a range of brands to offer integrated AR Lenses, and bring the rising popularity of Snap Camera into play.
The AR Lenses integrated campaigns offer a branded virtual experience through Snap Camera by Snapchat. For instance, a beauty brand offering virtual try-on, or another brand offering a virtual experience.
Snap Camera, the desktop application has been soaring with the rising demand for video calls, as users try more ways to make their calls fun with augmented reality.
L’Oréal collaborated with Snapchat and launched eight custom-branded AR Lenses for their span of brands ranging from Garnier, L’Oréal Paris, Maybelline, and more.
The AR Lenses lets users try out different looks, shades, and custom lenses. The lenses would be featured on Snap Camera for a week in the ‘beauty’ tab.
Four More Shots Please
Furthermore, Amazon Prime Video associated with Snapchat to promote the second season of their show ‘Four More Shots Please’.
The AR Lens sets up the ‘Truck Bar’ from the show as the background and alters users’ hair and attire with a dress code that matches the club’s settings, giving users a virtual experience of a night out.
Trolls World Tour
Recently, Snapchat also worked with DreamWorks Animation and Universal Pictures to promote their motion picture – Trolls World Tour, with a lens that transformed users into their favorite characters.
Snapchat has been pioneering augmented reality experiences used by brands for promotional purposes, such as for the OnePLus 2019 Diwali campaign. Starting with Visual Search, that let users search for products on Amazon by scanning the product through the Snapchat Camera.
Penetrating movie marketing through branded AR Lenses for movies such as Shazam! Venom, and Top Gun. Then launching Snapchat Scan, the feature that unlocks an AR experience by scanning the logo of a brand.
Along with offering their option to collaborate with their creative community, the platform recently launched a new tool – Lens Web Builder within Ads Manager that allows brands to create augmented reality lenses.
While Snapchat stays ahead in the game, other platforms have also been catching up. In October 2019, Instagram was testing an option to let users try-on a product with AR functionality, generating an immersive experience.
Back in January 2020, Pinterest launched ‘Try on’, a feature that let users try on different lipstick shades to find a perfect fit, and swipe up to shop from brands such as Sephora, Neutrogena, and L’Oreal brands – NYX Professional Makeup, YSL Beauté, Lancôme, and more.