Interactive Augmented Reality
While often used interchangeably with the term ‘filter’, a Snapchat Lens is typically a more advanced and interactive form of augmented reality (AR). While a simple filter might just overlay a 2D image or a color grade, a Lens uses sophisticated AR technology to understand the user’s environment. This allows it to place realistic 3D objects on surfaces, map digital masks to a user’s face that move and animate, and create effects that respond to user actions like opening their mouth, raising their eyebrows, or tapping the screen.
A Key Tool for Movie Marketing
Snapchat’s historically young user base and its pioneering work in AR have made it a prime platform for film marketers aiming to create engaging, interactive campaigns.
Studios frequently partner with Snap Inc. to create custom Lenses for their blockbuster releases. These campaigns go beyond simple face filters and often include:
- World Lenses: Using the rear-facing camera, these Lenses allow a user to place a 3D, animated version of a movie character or object into their own environment. A user could have a virtual dinosaur from Jurassic World stomp around their living room or see the Bat-Signal projected on their bedroom ceiling.
- Face Lenses: These transform the user’s own face into a character from the film, such as a Na’vi from Avatar or a villain like Pennywise from It. The digital makeup and prosthetics track to the user’s face in real time.
- Gamified Lenses: Some Lenses are simple mini-games related to the film. A user might have to perform an action to score points, which increases the time they spend engaging with the brand and makes them more likely to share their score with friends.
The success of these Lenses is measured by metrics like views, shares, and playtime, giving studios tangible data on how their promotional content is spreading virally.