Snapchat has released a list of the most popular augmented reality (AR) campaigns of 2023.
“It’s been such a creative year for advertisers on Snapchat in Australia," says Haran Ramachandran, head of creative strategy,Snap Inc. APAC\.
"Our partners leaned into the the joy, irreverence, and spontaneity of Snapchat in fun, and unexpected ways - from shopping your favourite make-up styles, to turning the Sydney Harbour Bridge Barbie pink and even encouraging young Australians to vote in the 2023 referendum, through our incredible AR technology.
Tony Keusgen, Snap Inc ANZ Managing Director, who joined Snap just over six months ago, says it's been exciting to work with brand and agency partner.
"It’s been so rewarding to collaborate with some of the smartest marketers in the country to drive real results, with highly engaging and immersive campaigns that our community love,” says Keusgen.
Australian Electoral Commission - Referendum Education
Snapchat joined the call to encourage young Australians to vote in the 2023 referendum in partnership with the Australian Electoral Commission (AEC). The campaign included immersive in-app experiences to learn more and encourage the community to share with friends and family. Using the power of augmented reality, an educational AR lens gave Snapchatters the chance to test their knowledge about referendums with a quiz-style experience.
Try the lens HERE
- Australian Electoral Commission (AEC) spokesperson Evan Ekin-Smyth said: “Working with Snapchat was the perfect partnership to engage with young Australians, who were new to voting in a referendum, in a fun and creative way. Together with Snap, we were looking forward to making voting in the referendum easy to understand and follow, encouraging everyone to participate.”
- UM client partner Rebecca Warton said: “No one under the age of 42 has ever participated in a referendum which is over 6 million Australians who are of voting age. The partnership with Snapchat enabled the AEC to engage younger audiences through entertaining formats while providing education on the purpose and encouraging participation. We're thrilled we could support the creation of this initiative.”
adidas - Women’s World Cup Crazy Fast Boot
For the FIFA Women’s World Cup 2023™ in Australia and New Zealand, adidas and Snapchat created a peronsalised AR experience that gave Snapchatters the ability to kick the official FIFA Women’s World Cup 2023™ adidas football, while being able to digitally trial the newly debuted Crazyfast boots, released in line with the tournament.
Try the lens HERE
Doritos - Doritos Street ARt
The Doritos Street ARt lens was an epic AR experience where Snapchatters had the ability to flip their in-app camera and paint a surface to create their own personalised street ‘ARt’ in the world around them. Aussies could add the limited edition Lukas Kasper designs to their street ARt, or use spray paint and paint splotch designs to craft their own unique artwork in AR. Once they finished their street ARt, they could then flip the camera again, and take a selfie with their masterpiece to share with their friends.
Try the lens HERE
- Kat Miller, Senior Brand Manager, Doritos & Tostitos said: “It was exciting to see our new Street Art collection realised in augmented reality through our Doritos Street Art x Snapchat AR lens campaign. This innovative campaign put the virtual spray paint in the hands of Snapchatters, and creates a moment for people to engage with the Doritos brand through their bold, creative self-expression.”
Barbie - Barbie Movie Release
For the release of the Barbie movie, a uniquely Australian AR experience was launched to bring the Barbie world alive for local Snapchatters. The Sydney Harbour Bridge was transformed into Barbie colours, alongside seven other famous locations across the globe. By scanning the bridge using the Barbie lens, the iconic bridge instantly transformed into a bright pink and pastel hue bringing Barbie's world to life! For those not based in Sydney, there was plenty more Barbie action to discover on Snapchat with the Barbie Wardrobe AR lens. This try-on lens featured a number of pink and popping looks inspired by outfits in the film for everyone to create their perfect Barbie (and Ken) outfits and share with their friends.
Try the lens HERE.
Powerade - Women’s World Cup
In the lead-up to the FIFA Women’s World Cup 2023™ semi-final, Powerade unveiled an innovative Snapchat AR lens, transforming the Sydney Harbour Bridge into a perfect pause moment that encouraged players and fans to enjoy the rest day and come back stronger tomorrow. The Augmented Reality lens showcased the ultimate pause moment, with a female footballer swinging from a hammock high above Sydney Harbour Bridge and drinking Powerade, to highlight the power of a PAUSE, to help come back even stronger.
Try the lens HERE
- Rommel Fernando, Marketing Manager, Advanced Hydration at Coca-Cola South Pacific said: “The FIFA Women’s World Cup has grown to become one of the biggest sporting events of the year, and we were proud that our decades-long partnership with FIFA promotes the importance of physical performance and mental resilience in all aspects of life. This campaign celebrated the need to refuel, rethink and recharge ahead of the highly anticipated tournament finals.”
UberEats - Get Almost Anything
On Uber Eats you can get almost almost anything. And for good reason. Can you imagine the chaos that would ensue if Uber Eats was actually able to deliver anything? Uber Eats partnered with Snapchat to develop an AR lens that showcased some of the things that you don't want delivered, contrasted with the things they do deliver.
Try the lens HERE
- David Griffiths, Head of Marketing at Uber & Uber Eats, Aus & NZ said: "We teamed up with Snapchat to bring to life how Aussies can get almost, almost anything on Uber Eats in a fun and interactive way. Through an AR lens, Snapchatters were able to flip the camera and receive an Uber Eats delivery to a virtual door, unleashing the chaos in front of their eyes - from Muay Thai fighters to Fireworks to Apes - even a scary Nan. Through the leading-edge AR technology, we were able to truly bring to life the calamitous reality of getting anything delivered to your door, reminding Australians that almost, almost anything is actually the perfect amount of anything.”
Mecca - MECCA MAX Zoom Eye
To celebrate the launch of MECCA MAX’s new Zoom Flex Fluid Liquid Eyeshadows, Snap Inc. and MECCA MAX teamed up to unveil a new beauty try-on lens on Snapchat. Snapchatters were offered a fun and accessible way for people to virtually try-on, play with and buy the attention-grabbing, highly-pigmented eyeshadow shades if they couldn’t visit a MECCA store.
Try the lens HERE
- Alexandra Bokeyar, General Manager, MECCA-Maginations said: “Our Zoom Snapchat lens allowed users across Australia and New Zealand to try on and experiment with our Zoom eyeshadow collection, wearing fun, bold colour looks, whilst helping us to drive awareness of our Zoom eye range amongst a Gen Z audience and ultimately shortening the path to purchase by linking seamlessly through to our website. The campaign results speak for themselves - we were thrilled to see the interactive lens format driving strong engagement and significant camera playtime results (+212% versus benchmarks), with users actively sharing the lens with peers and friends.”
Samsung - Samsung Flip x Miz Vogue
In celebration of the September cover of Miz Vogue featuring the Samsung Galaxy Z Flip5, Samsung teamed up with Snapchat to launch an AR campaign that places Snapchatters in the spotlight as the stars of the latest edition's cover.
Try the lens HERE
Tourism New Zealand - If You Seek
Tourism New Zealand and Mindshare have brought to life the campaign “If You Seek” on Snapchat, highlighting the breathtaking experiences on offer in New Zealand to drive talkability, engagement and visitation. Through an immersive AR lens, Australian Snapchatters are able to ‘try before they fly’ by being transported within the camera to discover the natural wonders, ocean encounters and outdoor adventures available in Aotearoa.
Try the lens HERE
- Andrew Waddel, General Manager Tourism New Zealand - Australia said: “We were excited to launch the “If You Seek” campaign with Snapchat, and together innovate and find ways to keep Aotearoa New Zealand top of mind for Australian travellers. Through this immersive AR lens, we transported Snapchatters to places where they could discover New Zealand’s natural wonders and iconic experiences; allowing them to immerse themselves in locations like Milford Sound and Kāikoura, before considering a trip across the Tasman.”
Sculpture by the Sea 25th Exhibition - AR Sculpture with artist Mond Qu
Snapchat and Australian artist Mond Qu brought Australians an immersive new ‘ARt’ experience at this year’s Sculpture by the Sea, Bondi exhibition. This was the first-ever augmented reality (AR) artist collaboration for the world’s largest annual free-to-the-public outdoor sculpture exhibition, using hyper-realistic ray tracing technology to create a ‘secret’ sculpture that visitors could unlock utilising Snapchat’s world-leading AR technology. Those who couldn’t make it to Sydney could also experience the magic of Sculpture by the Sea, Bondi and ‘Chasing the Sun’, through a global Snapchat AR lens also developed in collaboration with Mond Qu.
Try the global lens HERE
- David Handley, Founding CEO & Artistic Director of Sculpture by the Sea said: “We were excited to partner with Snapchat, the global leaders in AR, and an exhibiting artist to harness this innovative technology in creative collaboration to add a new dimension to the 2023 exhibition. After showcasing the work of some of the best sculptors in the world across 25 exhibitions, we unveiled this new work to the approximately 450,000 people that visit the exhibition and extended the unique Sculpture by the Sea, Bondi experience to people around the world.”
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