Snap has partnered with Live Nation for many years to create a deeper connection between artists and fans through customized, riveting AR. From the Lollapalooza in Chicago and the Wireless Festival in London to the Rolling Loud in Miami and the Governors Ball in New York, an AR experience will be offered to participants via Snap AR, starting next month with the Electric Daisy Carnival.
While Snap could not reveal the financial value of the collaboration, APAC GM Kathryn Carter told MARKETING-INTERACTIVE that fans will be able to open the Snapchat camera at selected concerts for AR experiences. These include striving for merchandise, making friends, and discovering unique landmarks around the festival grounds. Snap is currently working on similar partnerships for Asia.
Snap, meanwhile, will also release a pocket-sized camera called the Pixy, which can fly a few feet above its owner to take photos and videos before landing on users’ palms, Reuters reported. The Pixy will be sold in the US and France and is expected to cost US $ 230.
In addition to his ability in AR is the new Dress Up that was released, which enhances AR shopping lenses. Available in Lens Explore, Dress up invites users to browse, discover and share new looks 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 profile settings. According to Snap, this will be the first special surface for fashion experiences in the application.
At the same time, Snap’s Camera Kit for AR Shopping brings Snaps trial lenses to the retail and product detail pages of brands to enhance the digital shopping experience for their customers. The Camera Kit for AR Shopping works on Android and iOS and will soon work on websites as well. Snap has also introduced the Snap 3D Asset Manager that will allow brands to create shopping lenses in seconds at no extra cost. Brands can now also request, manage and optimize 3D models for any 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 been using AR shopping lenses more than five billion times, the company said. Carter told MARKETING-INTERACTIVE that he recently partnered with Crypto.com to raise awareness around the Super Bowl. For this run, Crypto.com wanted to boost its Super Bowl commercial by all means and bring people to Lebron James’s bedroom in 2003. To do this, it used Snap AR’s unique power to create riveting experiences to develop an experience in Portal Lens where Snapchatters could walk and interact with various elements in Lebron’s room.
Earlier this year, Snap also partnered with Kaja Beauty to allow consumers to shop for the perfect lipstick in AR, 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 office in Singapore in 2020 as part of its expansion plans in Asia. This year, she boosted her creative know-how with Gareth Leeding at the helm of APAC’s creative strategy, making him Snap’s first dedicated creative leader in the region.
Carter could not share his creative plan for 2022, stating only that he has “a lot ahead”. It also failed to provide specific user statistics for Singapore, Malaysia and Indonesia, but said the company was “seeing strong growth momentum” in those markets.
Snap reported a 38% increase in revenue to US $ 1,063 million in the first quarter of 2022 compared to the previous year. The net loss was $ 360 million, compared to $ 287 million last year. CEO Evan Spiegel said the first quarter results reflected the underlying momentum in its operations through a demanding operating environment, as it grew its community by 18% year-on-year to 332 million and increased revenue. “We remain committed to providing value for our growing community, providing ROI for our advertising partners and investing against our huge AR opportunity,” he added.
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