With the Christmas season in the air, it’s merely a few days until the world’s most famous holiday comes knocking on our doors. As such, now is the time when most people tend to do their shopping, holiday travel prep, planning reunions, and for the more online savvy – designing their end-of-year seasonal ad campaigns. The magical thing about all of these is that you can use them all to help bolster your social media performance!
Snapchat was like TikTok before TikTok even existed. Over time, while Snap’s audience is primarily younger users, a recent directional shift now has Snap trying to appeal to older audiences in the hope of further improving engagement and sign-up. In that sense, what does Snap have for us for Christmas this year? Here’s a hint – New Balance.
Put Them Holiday Shoes On!
That’s right, Snap has recently teamed up with New Balance to launch a new AR-focused ad campaign for the holidays, which incorporates voiceML (i.e., audio prompts, etc.) to help consumers discover relevant products. The new ‘New Balance Lens’ will present users with a series of questions, which they must answer using their voice, instead of just typing, which will then help them discover the best product matches for their needs. Huh, a digital, disembodied Santa, eh? Snapchat’s just so creative with these kinds of things!
As Snap explains:
“Snapchatters will answer questions about the person they are shopping for. Using VoiceML, Snapchatters have the ability to use their own voice and answers to get matched with the perfect gift ideas for themselves, friends, and family. Once questions are answered, Snapchatters will have the ability to unveil the product recommendation with a unique unboxing experience.”
So, it’s another angle for the AR experience? Yes. This is Snapchat; AR is their life force. The cool thing about this is that it’s an even more immersive and natural type of integration, superseding the mundane method of typing. Given, it’s not a massive shift, I mean, voice-to-text and audiograms exist, but it is another consideration for how you might potentially invite people onto your AR experiences, which ultimately leads to higher engagement rates. So Snap already has superb AR Try-On experiences, and now this? That’s a wombo-combo right there.
The Wrap
Snap is becoming a valuable component of online shopping, and their virtual experiences are second-to-none, overcoming even tech titans like Apple and Facebook. Marketing and advertising-wise, Snap makes for prime real estate to incorporate AR engagements into your approach, while its transitional status to being Metaverse-ready has also been pretty decent. Snap has the AR expertise and tools that you’ll need if you’re looking to better integrate AR into your promotions; it’s the ideal holiday gift for your brand efforts.
The new New Balance Lens experience will be live in the US only on iOS and Android through December 31st, 2022, and can be accessed via the Lens Carousel in the app.
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