Snapchat has wrapped up the year with what it is saying are the 10 best Aussie-created augmented reality campaigns this year.
First up is AR’Clipse for Samsung Galaxy S22.
Created for the launch of Samsung’s Galaxy S22 series of phones in February, Snap and Samsung Electronics Australia created a solar eclipse in AR, which highlighted the flagship device’s low light ‘nightography’ photo feature.
Using AR to create an eclipse during daylight hours, the Lens used sky segmentation technology to create a visual display in which the moon covered the sun to turn day to night.
“The Galaxy S22 Series devices have amazing, market leading camera capabilities for photography and videography in all lighting conditions. With the Galaxy S22 Series’ revolutionary new Nightography features, we wanted to really bring this to the fore and inspire a sense of creativity and celebration with our community. In the lead up to the AR’clipse event, the reception from our community on Snapchat has been strong. We’re confident the campaign with Snapchat will drive awareness, engagement and conversion for our new product,” said Joanna Baxter, Samsung Electronics Australia head of marketing communications.
Next is Doritos 3D Crunch.
This campaign featured a Face Lens that “opened up the Snapchatter’s” mind like a triangle and revealed the new 3D Doritos chip. Following the big chip reveal, the user entered a “kaleidoscopic world of Doritos 3D.”
Katherine Twomey, Doritos Marketing Manager, said, “Customers have been demanding the return of the 3D chip for years. We wanted to re-introduce young Aussies to the chip and give them an opportunity to interact with it before they buy it on shelf. Snapchat’s AR features were the perfect solution allowing us to introduce the chip in a creative, engaging way and deliciously fun.”
The Australian Electoral Commission’s (AEC) 2022 Federal Election Campaign was another success for Snapchat.
In May, Snap partnered with the Australian Electoral Commission and launched a series of in-app tools using AR to boost enrolments, educate on voter services, and share key information around polling day.
“It’s been great working with Snapchat to create fun and engaging content that will establish voting as a rite of passage,” said Evan Ekin-Smyth, a spokesperson for the AEC. The AEC wants to help young people enrol and learn how to vote correctly, so this becomes a lifelong habit that will have a positive impact on themselves, their friends, families and communities.”
MECCA’s Mac Cosmetics campaign saw the beauty brand launch a new Dynamic Shopping lenses on Snapchat. The experience let users “sync their lips” in AR, browse up-to-date inventory from the M·A·C Cosmetics (“M·A·C”) lipstick line available at MECCA, virtually ‘try them on’ and make product purchases directly from the Snapchat app.
An Everyday Maths Hub from NSW Department of Education in June encouraged young people to consider maths as a subject that could unlock different opportunities for their future. Aimed at users aged 13-18 the campaign used a Snapchat AR experience that saw users ‘calculate their future’ and see the different types of career they could have by learning maths.
Unilever partnered with Snap on its LYNX Epic Fresh Fragrance launch in August. Snapchatters could turn into the anime version of themselves and master epic fresh style, by simply tapping the product on screen.
Snap and Amazon Prime Video teamed up in October to promote The Lord of the Rings: The Rings of Power series finale.
This brought the island kingdom of Númenor to life for fans with an AR Landmarker experience on the Sydney Harbour Bridge and was the first use of the tech in Australia. The entire structure of the bridge was transformed to the entrance of Númenor.
A parntership with LEGO saw Snapchatters become part of LEGO Australia’s TVC and solve a brick challenge. Users could choose from one of three challenges, building solo, with friends or other nearby users to piece together a deconstructed LEGO creation.
Tinder launched its Big Rainbow Project on Snapchat in June to celebrate Australia’s first BIG landmark celebrating regional LGBTQIA+ pride and inclusion find a home in rural Australia. Snapchatters could place the Big Rainbow in their world and share with friends. Following the campaign, the Big Rainbow has found a permanent home in Daylesford, Victoria.
Sunglass Hut’s “Every Shade of You” shoppable lenses launched in November and let users scroll through a “vast” selection of sunglasses, try them on, and purchase within the app.
