Most of us know about the slow supposed demise of the platform SnapChat - which has had it's primary function of 1-10 second disappearing image/video sharing replicated and duplicated by other social media game players (Facebook stories, Instagram Stories, etc...)
They're clinging onto what they have left and finding ways to innovate. The newest of which is using Augmented Reality to let people play with an AR version of a product overlaid on the world around them.
The new ad formats are set to make the snapchat advertisements more 'memorable' and to 'coax' more money from businesses wanting to join in on the fun.
BMW are one of the first of these businesses.
It remains unknown whether the immersive experiences offered are going to be effective in advertising products and services in a new light, but personally I hope SnapChat hangs around for at least a little bit longer.
With AR Trial ads, BMW will let you actually place its new X2 vehicle in an augmented view of the space around you, tap to change its color, and walk around it like it’s actually there. The ads can also be swiped up to view a business’ website. “We wanted to insert ourselves in an organic way into the Snapchat environment and its users’ world. That is the most meaningful way to address our fans in a style that fits the channel” head of Digital Marketing Jörg Poggenpohl wrote to TechCrunch in a statement. A previous BMW sponsored face lens ad in Europe reached 13 million Snapchatters who played with it for an average of 24 seconds.