Introduction to Snapchat’s Augmented Reality
Snapchat has made an enormous push into augmented reality (AR), and has consistently iterated on its offerings to get as many marketers on board as quickly as possible. The self-proclaimed camera company has added latest creative and technical enhancements, in addition to a collection of targeting capabilities and measurement tools to its AR-powered lenses.
Types of AR Ads on Snapchat
There are various kinds of AR ads that will be created on the platform, depending on the target. Here are some examples:
Movie Trailers
If you are a movie studio seeking to drive views to your trailers, Snapchat’s AR lenses will be used to create engaging and interactive experiences. For example, STX Entertainment used an AR lens to advertise the upcoming Amy Schumer film "I feel Pretty" with a distinguished "Watch" button.
Extending TV Campaigns
If you are a brand that wishes to increase your TV campaign, or bring a beloved mascot to life, Snapchat’s AR lenses will be used to create 3D objects and interactive experiences. For example, Budweiser created a 3D horse modeled after its famous Clydesdale horse to kick a field goal in the course of the Super Bowl.
Shareable Content
If you are a brand in search of as many individuals to share your content as possible, Snapchat’s AR lenses will be used to create shareable and interactive experiences. For example, HBO created a shareable lens for the season two premiere of its hit show "Westworld" by putting an unforgettable moment from the show on the user’s face.
App Installs
If you are a small or mid-sized brand whose goal is to drive app installs, Snapchat’s AR lenses will be used to create interactive experiences with a direct call-to-action. For example, King, the maker of Candy Crush, ran a targeted campaign with an "Install Now" button, urging audiences to download the app.
Product Demos
If you are an auto brand looking to present consumers a 3D demo of a product, Snapchat’s AR lenses will be used to create interactive and immersive experiences. For example, BMW was the primary brand to go for this approach with a campaign for its X2 automobile.
Gamified Experiences
If you are seeking to boost engagement by gamifying the AR experience, Snapchat’s AR lenses will be used to create interactive and immersive experiences. For example, Nike’s ad was the primary to make use of the phone’s gyroscope, allowing users to interact with the experience in a more immersive way.
Immersive Storytelling
If you need to create an immersive storytelling experience through AR, Snapchat’s "Portal lenses" will be used to move the viewer into a complete latest AR world. For example, Netflix ran a portal lens to advertise Stranger Things last fall, which drove over a minute of play time.
Driving Purchases
If you need to drive a consumer to buy, Snapchat’s AR lenses will be used to create interactive experiences with a direct call-to-action. For example, Coty’s Clairol brand is currently running a targeted AR beauty product trial with a distinguished "Shop Now" button on top of its AR lens.
Branded Games
If you need to create a complete branded game, Snapchat’s "Snappables" will be used to create interactive and immersive experiences that use touch, motion, and facial expressions to win points in multiplayer games.
Conclusion
Snapchat’s AR ads offer a wide selection of possibilities for marketers to create engaging and interactive experiences for his or her audience. With various kinds of AR ads available, depending on the target, marketers can use Snapchat’s AR lenses to drive views, extend TV campaigns, create shareable content, drive app installs, give product demos, gamify experiences, create immersive storytelling, drive purchases, and even create branded games. As Snapchat continues to iterate and improve its AR offerings, it’s likely that we’ll see much more revolutionary and interesting experiences in the long run.
