We haven’t heard from Snapchat in a while. And what better way to hear from Snap than with a bang – Snap recently launched a new promotional campaign that leans into the uniqueness of its viral AR trends, showcasing a series of bizarre effects as a means to present people with a different perspective on the real world.
According to Snap:
“At Snap, we celebrate the joy, irreverence, and spontaneity of communicating with your real friends in fun, unexpected ways. Over the years, we’ve pushed the boundaries of how people see and experience the world through augmented reality. AR makes conversations and experiences better, and unlocks new ways to connect with others, learn about the world, shop, and more. [Our new campaign] shows you what it’s like to see the world the way Snapchatters do.”
Trippy
Is this what Snap looks like when you wolf down unprescribed anesthetics? It’s honestly pretty weird. If anything, the campaign will definitely get attention, and with 72% of active Snapchatters already engaging with AR daily, there’s clearly a lot of interest in these types of odd activations that provide a new way of looking at what’s otherwise normal.
Maybe it’ll make for a good lure to get more people into the app, broadening its user base. At the very least, it’ll likely spark intrigue, which should get a few more people to download the app to see what else it offers. AR has always been a key focus for Snap, and despite operating at a much smaller scale than either Meta or Apple, Snap has constantly punched above its weight class, steadily coming up with highly engaging AR content.
If nothing else, Snap has its finger on the pulse, which explains why almost every AR trend that came from Snap has remained consistent over time, even with newer platforms, like TikTok, entering the scene. Snap is very in-tune with its user base, which is also why its Snapchat+ subscription fairing better than Twitter Blue. This attunement with its community is what has helped Snapchat maintain its growth and relevance. However, it must also expand, which, through a strange campaign like this, it might just be able to do.
The Wrap
It’s very simple how Snap’s Lenses propagate – somebody uses it and then just shows it to their friends. The rest is pretty self-explanatory. In this respect, it does seem like a good initiative, which could help Snap spark more interest and engagement. It also doubles as a demo for scanning with the Snap Cam. If you want to try out any of the Lenses featured in the ad, then simply scan the screen using the Snap Cam, which then opens up whatever Lens was featured. Very intuitive.
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