Introduction to Disney and Snap Partnership
Disney and Snap have partnered to create a custom Snapchat augmented reality (AR) lens to advertise the upcoming release of "Avatar: The Way of Water." The movie, set to premiere on December 16, is very anticipated, and this partnership goals to drive interest in its 3D format. Using 3D graphics and computer vision technology, the lens transforms users’ faces into characters from the movie, complete with blue hues and signature textures.
How the AR Lens Works
The AR lens may be accessed directly from the Snapchat app or by scanning a QR code. Once activated, the lens uses 3D graphics and computer vision technology to remodel the user’s face right into a Na’vi, the inhabitants of the fictional Pandora world. The transformation includes changes to the user’s mouth, eyes, head shape, hair, and skin, completing the look with a signature blue-striped texture.
Benefits of AR Marketing
Theatrical campaigns that use AR lenses, along with video buys, have seen a 32% average incremental reach, in accordance with research. This suggests that the partnership between Disney and Snap could possibly be an efficient strategy to promote the movie and drive ticket sales. Furthermore, brands that utilize branded AR experiences are 41% more prone to be considered by consumers, making this partnership a strategic move for Disney.
Previous Collaborations and Successes
This is just not the primary collaboration between Disney and Snap. In April, the 2 firms partnered to create an AR mural of Cinderella’s castle using customers’ Disney PhotoPass photos. Snap also worked with Disney’s PhotoPass service to create special AR lenses for the My Disney Experience app. Other firms, reminiscent of American Eagle and Amazon Fashion, have also seen success with Snapchat’s AR technology, with American Eagle generating around $2 million in revenue from each of its virtual storefronts on the platform.
Snap’s Focus on AR Technology
Snap has announced that it’s going to be prioritizing its AR technology within the fourth quarter, citing the success of its AR lenses, which see over six billion plays day by day on average. This concentrate on AR technology could help lift Snap during what it predicts to be a shaky fourth quarter. With the corporate’s emphasis on AR and the success of previous collaborations, the partnership between Disney and Snap is prone to be a strategic and effective strategy to promote "Avatar: The Way of Water."
Conclusion
The partnership between Disney and Snap to create a custom Snapchat AR lens for "Avatar: The Way of Water" is a strategic move to advertise the movie and drive ticket sales. With the success of previous collaborations and the advantages of AR marketing, this partnership is prone to be effective in generating interest within the movie’s 3D format. As Snap continues to prioritize its AR technology, we are able to expect to see more revolutionary and interesting campaigns like this in the longer term.
