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Here are some of the world's best AR campaigns
TWIZZLERS x Snapchat
Gamified Lens Experience + Snap Ads
STORY
TWIZZLERS is a brand of liquorice candy underneath the Hershey’s umbrella sold in Canada and the United States. This brand puts a twisted spin on candy that is fun and lighthearted. TWIZZLERS and Snapchat teamed up to create the “Snap for a Twist” campaign to encourage millennials to share TWIZZLERS with friends and family. Ultimately, TWIZZLERS set out to build genuine resonance with millennials by leveraging Snapchat to reach an audience of highly engaged adults aged 18-34.
SOLUTION
In order to generate maximum awareness of TWIZZLERS, they created a national gamified Lens experience. The game challenged Snapchatters to catch as many falling TWIZZLERS from the sky as possible with their tongues, before their heads transformed into different TWIZZLERS flavors.
To further scale and promote both the brand and the Lens, TWIZZLERS adopted Snapchat’s creative best practice of introducing their brand within the first two seconds. The Snap Ad featured a bag of TWIZZLERS and included bold imagery of the TWIZZLERS candy that prompted Snapchatters to swipe up and play with the gamified Lens.
RESULTS
Overall, Snapchat positively contributed to lifts in both brand awareness and ad awareness for TWIZZLERS. Through this partnership TWIZZLERS’ lift in brand awareness increased by 7 percentage points! Building on the positive results from this campaign TWIZZLERS intends to run the campaign again on Snapchat in 2019 with a fresh twist.
*Nielsen Custom Brand Effect study commissioned by Snapchat for Twizzlers, P13+, March 30, 2018 - August 2, 2018
Snap Ad
Gamified Lens
Snapchat / Instagram / Facebook
Branded Face Experiences
Facebook x CAPITAL RECORDS
Interactive AR ads in the feed
The UK record label ran Facebook Augmented Reality ads featuring a musical pinball game, which boosted awareness for the new solo single by former One Direction singer Liam Payne by 5.2 points.
The Goal
As Liam Payne released the first single from his latest album, Capitol Records UK wanted to spread the word on social media. The challenge was to get fans to pay attention long enough to appreciate the record.
The Solution
Capitol Records UK knew that a campaign focused on social media would likely be the best option to reach Liam Payne’s audience, which has a significant female fanbase in the 18–34 age group.
The campaign for Liam Payne’s single “Stack It Up” was conceived by Capitol, augmented reality developer Aug It and Facebook Creative Shop. Facebook Creative Shop created the ads for the campaign, which were part of the beta for Augmented Reality ads. The video for the single takes place in a gaming arcade, so the ads featured a Liam Payne-themed pinball game.
The campaign used four Augmented Reality ads , each of which focused on different aspects of the game. People on Facebook viewed a preview of a Liam Payne-themed pinball game and could then click to play it right inside the ad, controlling the game with their facial movements. One ad also featured Payne playing the game himself. The gamification element appealed to people who might not already be Liam Payne fans, and because his new single was used as the game soundtrack, they were also exposed to his music while they played.
Capitol used broad demographic targeting for the ads, and posted the link to the augmented reality game across multiple channels.
The Results
Capitol Records UK’s Facebook campaign helped build excitement about Liam Payne’s latest single and forthcoming album. Between September 30–October 6, 2019, the campaign achieved:
5.2-point increase in brand awareness
19-point increase in ad recall
More information about AR Ad Metrics
In order to appeal to a wide audience, we created a branded game linked to the official music video, which was set in an arcade. Facebook AR Studio allowed us to bring this to life with pinball creative controlled by facial movements. The gamification encouraged repeat plays, and social sharing of scores meant people became familiar with the song.
Maddy Smith - Head of Digital, Capitol Records
5.2-point
increase brand awareness
19-point
increase in
ad recall
PAPA JOHN'S x Snapchat - Valentine Campaign
Packaging Snapcode + Lens Experience to Direct Order
Papa John's partnered with Snapchat to drive sales of their heart-shaped pizza on Valentine's Day through a custom Lens and Snapcode experience that swiped up to an order page.
6-point
increase in ad awareness
1 in 4
users who swiped up purchased a pizza
Snapchat x McDONALD's Norway
Location Based Filters
Snapchat offers some unique features over Instagram / Facebook. On Snapchat it's possible to create filters and lenses tied to specific locations. Want to engage only with consumers visiting your event, shop, restaurant or museum? That's perfectly possible!
The Story
McDonald’s mission is to “create moments of joy”. Every day, small moments of joy happen in McDonald’s restaurants that visitors capture and share on their smartphone camera. Knowing more pictures are taken through Snapchat’s camera than on iPhone's default camera, McDonald’s wanted to take part in the Snapchat conversation, create brand ambassadors and take ownership of the countless fun moments captured and shared on Snapchat.
That’s why they cooperated with Snapchat to become the first brand in Norway to run a chain filter for all its restaurants. Walk into any McDonald’s in Norway and there’s a special filter waiting for you that lets you add fun and contextual designs over your Snaps. The chain filter has seen some tremendous results.
The Solution: Chain Filters
From a simple ‘Currently at Maccern’ to a colourful anniversary themed filter celebrating the Big Mac turning 50 years, the McDonald’s chain filter surprises restaurant visitors with new creative designs every time they walk through the door. This creative rotation ensures the chain filter stays fresh, fun and relevant to the holiday or campaign of the moment – just like a McD’s visit, really.
The Results
The McDonald’s chain filter was live all through 2018 on over 70 locations. It reached 1.3 million unique Snapchatters, with over 8.9 million total impressions. Furthermore, McDonald's achieved a share rate of 16%, proving Snapchatters are spending time with the brand, and leveraging the chain filters to enhance their Snaps & Stories.
Source: Snap Inc. internal data, Q1-Q4 2018.
We wish to be present on digital platforms that engage the consumer and give them the opportunity to play and interact with our brand. In such, Snapchat is a perfect fit. We are pleased with the results on our Snapchat filters and we see that McDonald’s is a brand that engages both our customers and the Snapchatters.
HENRIETTE CONRADI, BRAND MANAGER, MCDONALD’S
NIKE 'Kyrie 4' x Facebook
Interactive AR Experience with Messenger Bot integration
They sold out. In an hour.
This wasn't just a “go here” kind of AR experience. First, there was what Nike called “the secret knock.”
Sneaker fans had to obtain and line up a sequence of four emojis, which were distributed by Messenger-based social influencers working with Nike. Then, in a communication with Nike’s SNKRS bot, they entered these four as a code.
The “knock” revealed a link to a “Kyrie 4 ‘Red Carpet’” experience which, when clicked, opened the phone’s camera and allowed the user to see the sneakers atop a pedestal surrounded by red carpet. The Red Carpets are a limited edition shoe branded by basketball star Kyrie Irving.
The user could then examine the sneaker by walking around the pedestal, viewing its superimposition over a real environment through the camera screen.
When the user exited the experience, a screen offered the opportunity to purchase the shoes. And some number of sneaker fans did, immediately.
In fact, the sneakers sold out. In an hour.
Snapchat - Dead of Night series
Marker Tracking Lens Experience
Blending Outdoor & Print Advertising with AR Technology
TWIZZLERS is a brand of liquorice candy underneath the Hershey’s umbrella sold in Canada and the United States. This brand puts a twisted spin on candy that is fun and lighthearted. TWIZZLERS and Snapchat teamed up to create the “Snap for a Twist” campaign to encourage millennials to share TWIZZLERS with friends and family. Ultimately, TWIZZLERS set out to build genuine resonance with millennials by leveraging Snapchat to reach an audience of highly engaged adults aged 18-34.
Snapchat x Alex Israel
Surface Marker Lens Experience
Alex Israel x Snapchat is a unique collaboration between the Los Angeles-born artist and Snap. Invited to work with Snap’s advanced augmented reality (AR) team to expand upon his multi-disciplinary practice, Israel has created five new augmented reality experiences, each linked to one of his Self-Portrait paintings. These five “Snap-Portraits,” unleashed in your smartphone, leverage Snap’s cutting-edge Lens Studio platform to overlay Snap’s groundbreaking AR onto Israel’s physical works to give viewers an entirely new experience of painting. Alex Israel x Snapchat will be on display at La Malmaison Art Centre, 17 – 21 June 2019, as part of the Cannes Lions International Festival of Creativity 2019.
Inspiration deck - 9 ways to engage customers with AR
Facebook x We Make-Up
Interactive AR ads in the feed
The UK record label ran Facebook Augmented Reality ads featuring a musical pinball game, which boosted awareness for the new solo single by former One Direction singer Liam Payne by 5.2 points.
The Goal
We Make-up wanted to find new prospective customers and generate sales by testing Facebook’s new Augmented Reality ads. It also wanted to understand how the Augmented Reality ads would perform compared to other ad formats.
The Solution
Always keen to try out new ways of engaging digital audiences around its products, We Make-up wanted to compare Facebook’s Augmented Reality ads with other ad types to see how effective they were for capturing audience attention and motivating people to buy.
For this campaign, We Make-up used augmented reality to allow people to “try on” different shades of its liquid lipstick through a face filter, so that they could find their perfect match and make a purchase, there and then. It also created an augmented reality-specific ad creative which previewed the augmented reality filter effect in an animated video that encouraged people to try the face filter.
To fully understand the business impact of this new ad tool, We Make-up decided to run a multi-cell conversion lift test. Cell 1 used the augmented reality-specific video ad creative with the augmented reality effect and cell 2 used a standard video ad. We Make-up then compared the cells during a two-week prospecting campaign and analysed the results.
The Results
We Make-up’s Augmented Reality ads won new customers and boosted sales during the May 2019 campaign. Compared to video ads, the Augmented Reality ads generated stronger engagement, as well as awareness and sales:
28-point lift in purchases
53% higher click-through rate
13-point lift in ad recall
7.9-point lift in brand awareness
38 seconds average engagement time
More information about AR Ad Metrics
We’ve always dreamed about testing experiences like augmented reality in our ads and offering our customers a new, truly interactive experience. The resulting engagement showed us that this is the right direction for the brand. Our future will be increasingly linked to personalisation and technologically advanced tools like Facebook’s augmented reality ads.
Alessandro Vigoni - Co-founder, We Make-up
53%
higher click-through rate
28-point
increase in purchases
7.9-point
lift in brand awareness
