Snapchat is giving brands a way to extend AR interaction with a detailed product or brand info.
It is introducing Shoppable AR — an enhanced type of Snapchat Lens that lets users take action directly from the camera to learn more, interact further, and even buy something.
Lens enhancement gives brands a way to extend AR interaction beyond the camera, where it can be hard to fit in detailed product or brand info.
Specifically, advertisers have the option to add a button to their Lens that users can tap to: visit a website (to learn about or buy a product), long form video (to watch a trailer) or the app store (to install or re-open an app), all while staying within the app.
“70 million people play with Lenses in the Snapchat camera each day, and the button is highly visible for any user playing with a Shoppable AR Lens,” a statement said.
The four brands launching shoppable AR lenses are:
– Clairol (Coty) (AR beauty product trial for Color Crave + website)
– Adidas (AR experience for Deerupt Runner Shoe + website)
– King (AR Candy Crush experience + app install)
– STX Entertainment (AR Amy Schumer ‘I Feel Pretty’ Lens + film trailer video)
AR is growing as a medium. According to a BCG report, 1 in 3 smartphone users in the US now play with AR every month, the statement said, adding, “Snapchatters share 250 million Snaps with AR every day”.
Peter Sellis, Director of Revenue Product, Snapchat says, “Shoppable AR Lenses give brands a new way to leverage our unique scale — more than half of the 13-34-year-old population of the US plays with our AR Lenses each week on average — to drive real and measurable ROI, whether that’s through sales, downloads, lead gen, or video views.”