Snap has partnered with Live Nation for many years to create a deeper connection between artists and fans through a specially built, immersive AR. From Lollapalooza in Chicago and the Wireless Festival in London, to Rolling Loud in Miami and The Governors Ball in New York, the AR experience will be offered to attendees via Snap AR, starting with Electric Daisy Carnival next month.
While Snap failed to reveal the monetary value of the partnership, APAC GM Catherine Carter told MARKETING-INTERACTIVE that fans will be able to open Snapchat Camera at select concerts for AR experiences. These include tasting goods, making friends and discovering exclusive sights around the festival grounds. Snap is currently working on similar partnerships for Asia.
Meanwhile, Snap will launch a pocket-sized camera called the Pixy, which can fly a few feet above its owner to capture photos and videos before landing in the palm of consumers, Reuters reported. Pixy will be sold in the US and France and is expected to cost $ 230.
In addition to his AR mastery is the recently released Dress Up, which enhances its AR shopping lenses. Available in Lens Explore, Dress up invites users to view, discover and share new visions from around the world. Snapchatters can also easily return to the products they love because Snap has enabled the ability to update users’ shopping preferences in their account settings. According to Snap, this will be the first special surface for fashion experiences in the application.
At the same time, Snap’s Camera Shopping Kit with AR offers Snaps trial lenses at retailers and brand product detail pages to enhance the digital shopping experience for its customers. Camera Kit for AR Shopping works on Android and iOS and will soon be available on websites. Snap has also introduced its Snap 3D Asset Manager, which will allow brands to create shopping lenses in seconds at no extra cost. In addition, brands can now order, manage and optimize 3D models for each product in their catalog. According to Snap, this will increase conversions and reduce returns.
As of January 2021, more than 250 million Snapchat users have engaged in AR shopping lenses more than five billion times, the company said. Carter told MARKETING-INTERACTIVE that he recently worked with Crypto.com to raise awareness for the Super Bowl. For this performance, Crypto.com wanted to expand its Super Bowl ad in the media and transport people to LeBron James’ bedroom in 2003. To do so, it uses the unique power of Snap AR to create immersive experiences to develop a Portal experience. Lens where Snapchatters can walk around and interact with various elements in LeBron’s room.
Earlier this year, Snap also contacted Kaja Beauty to allow consumers to shop for the perfect shade of AR lipstick, just in time for Valentine’s Day. Other new initiatives launched at the recent Snap Partner Summit 2022 include Lens Cloud, storage services, location services and dual editing tools.
The company opened its Singapore office in 2020 as part of its plans to expand into Asia. This year, he strengthened his creative experience with Gareth Leading as Head of Creative Strategy at APAC, making him the first dedicated Snap creative leader in the region.
Carter failed to share his creative plan for 2022, saying only “many things lie ahead.” It also failed to provide specific consumer statistics for Singapore, Malaysia and Indonesia, but said the company “sees a strong impetus for growth” in those markets.
Snap witnessed a 38% increase in revenue to $ 1,063 million in the first quarter of 2022 compared to the previous year. The net loss was $ 360 million, compared to $ 287 million the previous year. CEO Evan Spiegel said the first quarter’s results reflected the main impetus in his business through a challenging operating environment as he grew his community by 18% year-on-year to 332 million and increased revenue. “We remain focused on delivering value to our growing community, ensuring a return on investment for our advertising partners and investing against our huge opportunity in AR,” he added.
Photo courtesy of 123RF
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