Combining new Sponsored AR Filters with its existing Sponsored Lenses (pre-capture AR), the move gives marketers an even more effective way to reach communities via the Snapchat camera.

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The move allows advertisers to create Sponsored AR Filters in minutes using the brand’s free DIY tool, Lens Web Builder, offering them a budget-conscious opportunity to build AR ads.

It also allows advertisers to upload their existing assets and utilise a variety of templates to easily build the filter.

Brands can also run the same Sponsored AR Filter in Snapchat’s pre-capture Lens Carousel to maximise visibility and impact for their ad, the tech giant revealed.

The move follows the social media platform launching a Sponsored AR filter for the Super Bowl LVIII, with the NFL unveiling an AR countdown to the game featuring the logos of the 49ers and Chiefs.

Snap US Head of Verticals, David Sommer, said: “We’re so thrilled to roll out Sponsored AR Filters today, a highly-requested feature from our partners.

“Taking Snaps is such a fundamental part of the Snapchat experience. It’s how our community shares life’s moments with friends and family. This ad solution not only offers new ways to reach and engage Snapchatters through our camera but also makes AR ads more accessible and easier to create for any business.”

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The new Lens allows users to become Fremen, a fictional group of people in the Dune universe, and ride a sandworm from the movie to create an authentic virtual experience.

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It is now live in the US and Canada and will be released in other international markets including England, Europe, Australia, Brazil, and Mexico later this month.

Alongside the Lens, the pair have created custom Cameo stickers that allow users to decorate their posts with themes and imagery from the new film.

Meanwhile, the movie giant will also run video ads for the film on the platform, directing users to its official site where they can purchase tickets. As a result, the partnership allows the company to tap into Snapchat’s large user base, which has now reached 414 million daily active users. 

Snapchat UK Business Solutions Director, Fintan Gillespie recently told Mobile Marketing Magazine: “AR gives consumers an immersive experience, and it offers a richer form of consumer engagement for advertisers. Video is a great way of reaching consumers but having your target audience play with a branded Lens is next level.

“We’re known as leaders in AR and we help a huge number of our customers reach their target audience through creative and engaging experiences that get people actively interacting with ads to drive business results, which has been game-changing for our brand partners.”

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Angry Birds has unveiled a new mode in Augmented Reality (AR), in partnership with Areyes Studio.

The campaign takes social media users on a first-person joyride, letting them steer characters and dive into the playful world of Angry Birds.

Users can also select their favourite Angry Bird, establishing a connection between the Angry Birds 2 AR advertising and the game.

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According to the company, its advertising campaign is all “about interactive fun, grabbing users attention by providing a truly unique player experience”.

Areyes Studio Co-Founder Ivan Pavliuchenko said: “In 2024 we will witness how AR market makers like Meta, TikTok and Snap will more actively integrate AR into the advertising toolkit to enhance business interaction with end-users through playable AR-Ads.

“It has now become a commonplace tool among prominent brands,” he added.

This comes as Snapchat’s UK Business Solutions Director, Fintan Gillespie, told Mobile Marketing Magazine that platform was at forefront of AR innovation, revolutionising advertising by enabling interactive AR experiences.

He said: “AR gives consumers an immersive experience, and it offers a richer form of consumer engagement for advertisers.

Read the full interview HERE.

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E.l.f. Cosmetics has become one of the first beauty brands to launch a shopping app for the newly-released Apple Vision Pro.

The “your best e.l.f.” visionOS app includes first-of-its-kind features specifically designed for Apple Vision Pro to take advantage of its 3D user interface that users control with intuitive hand and eye movements.

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Users are invited to explore three distinct environments – Camo Cove, Big Mood and Halo Glow – each themed after an e.l.f. product available for sale within the app.

The makeup giant also launched an assortment of 3D e.l.f. products on the device allowing users to shop via Apple Pay and participate in relaxing activities to be “your best e.l.f.”

These activities include guided meditations, stretching exercises and an interactive “Paint by Numbers” game.

E.l.f Beauty Chief Digital Officer, Ekta Chopra said: “Your best e.l.f.’ is a game-changing beauty experience that welcomes users to relax, de-stress and focus on being their best self.

“Partnering with Obsess to launch one of the first beauty shopping apps for Apple Vision Pro is an evolution for our brand, which has always been digitally-led.

“We are champions for innovation and new technology platforms. The decision to launch on Apple Vision Pro is not only natural for us; it is critical to continue to meet our community – and entertain them – wherever they are.”

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“Snapchat was designed to be different from traditional social media—to help people express themselves with friends visually without the pressure to grow a following or compete for likes,” Snapchat UK Business Solutions Director, Fintan Gillespie tells Mobile Marketing Magazine.

“That’s why Snapchat opens up to the camera, rather than a newsfeed,” he reveals.

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Snapchat, which launched in 2011, currently reaches 90% of 13-24 years olds in over 20 countries allowing advertisers to speak directly to its audience and target their ads based on key viewer demographics including age, gender, location, interests and behaviour.

“We’ve evolved massively over the years, which goes for our marketing tools too” Gillespie states.

“We have a range of tools and features that help marketers effectively reach our audience in terms of engagement and driving customer KPIs.”

Most recently the social media giant launched Creator Collab Campaigns, its suite of products that help make it easier for advertisers to partner with the influential creator community on the platform.

He says: “Snapchatters come to us to connect with their friends and family but they stay for the creators and content they follow, which has been key to advancing our advertising capabilities.”

On AR being a “game changer”

At the forefront of augmented reality (AR) innovation, Snapchat has revolutionised advertising by enabling interactive AR experiences.

Brands including Deliveroo, Rimmel, Asos and JD Sports have all leveraged AR to actively engage users hoping to build a deeper connection with their audience.

The platform’s AR try-on features, powered by AI, provide users with immersive experiences, such as trying on virtual clothing, significantly impacting conversion rates and reducing return rates, Gillespie claims.

“AR gives consumers an immersive experience, and it offers a richer form of consumer engagement for advertisers. Video is a great way of reaching consumers but having your target audience play with a branded Lens is next level.

He adds: “We’re known as leaders in AR and we help a huge number of our customers reach their target audience through creative and engaging experiences that get people actively interacting with ads to drive business results, which has been game-changing for our brand partners.

“We are set to see a huge leap in adoption thanks to the rapidly evolving marriage of AR with AI, transforming the process to make AR an even more cost-effective, timely, and useful tool that will take retail, in its entirety, into a new dimension — to the extent that we soon won’t be able to remember shopping without AR assistance.”

To ensure a safe and secure environment

Safety and privacy are key at Snapchat. Recently, it rolled out new updates to its parental control and supervision tools.

The tool, which will now make it easier for parents to monitor their kids’ exposure levels on the platform.

In 2022, the platform launched Family Center, its set of parental tools that allows parents to see who their teens are talking to on the app, confidentially report any concerns, and set content controls – all of which can help prompt important conversations about safety.

Gillespie notes: “We’ve designed Snapchat with safety in mind, which is core in preventing the spread of harmful content, making a safe and secure environment for advertisers too. We don’t offer an open news feed where unvetted publishers or individuals have an opportunity to broadcast hate, misinformation, or violent content.

“We also use a combination of automated tools and human review to moderate our public content surfaces like Spotlight, Public Stories, and Maps, including machine learning tools and dedicated teams of real people, who review potentially inappropriate content in public posts.”

On the relevance of ephemeral content

Snapchat’s unique feature of disappearing content aligns with real-world conversations, he says.

“Conversations in real life aren’t recorded, and we think digital conversations should mirror our real-world actions. Disappearing content makes online interaction feel more human and more grounded in the present moment, easing the pressure or anxiety about posting things permanently.

“Whilst advertisers can’t advertise in our chat function, what this environment provides is a safe place, where Snapchatters can be their most authentic selves, without the pressure to be perfect, which has been proven to make them more receptive to ads, which is a huge benefit to marketers.”

On the future mobile marketing trends

“2023 will be remembered as the year AI went mainstream. AI has long powered Snapchat – helping deliver a personalised experience, and now AI is helping us to create even more sophisticated and advanced AR experiences,” he says.

This year, the UK Business Solutions Director expects even more AR experiences that can be delivered to people much faster, thanks to AI accelerating AR training and content development.

He also believes AI will see the creator industry evolve further.

This comes as over 200 million people now consider themselves creators, and this year, marketers are expected to spend more than $32 billion on influencer marketing.

He adds: “We expect to see more creators start to experiment with AI tools to help get creative, produce content, and crunch data.

“While there have been stories of AI influencers, we believe success will lie with the creators who maintain a human connection – using AI as a helpful tool, not a stand-in.”

Beyond AI, Gillespie notes the current macroeconomic variables will keep up the pressure on marketers to demonstrate ROI, and expects a shift towards multi-touch attribution solutions that track and determine the value of different customer touch-points.

He concludes that this will be particularly important for ecommerce as “marketers seek to get better insights on which platforms are driving sales and conversions”.

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The winners in all 11 categories of the 14th Effective Mobile Marketing Awards were revealed at an Online Awards Ceremony this afternoon. Brands and organisations honoured for their work included Unilever, B&Q, Vodafone Turkey, Fitness AI, Spur and PlugSports. Agencies and tech firms collecting awards for their work included Replug, Yodel Mobile, Moloco, Adjust, Zappar and Moburst.

The Grand Prix Award went to Fitness AI and Replug for an innovative and all-embracing user acquisition campaign. This campaign also took the individual category award for the Most Effective App Install Campaign.

Yodel Mobile picked up two awards for its work with DIY and household retailer, B&Q, for the Most Effective App Store Optimisation Campaign and the Most Effective Use of Data.

For more on the winning entries, head to the Awards Site. Congratulations to all our winners. The full list is below:

Grand Prix
Fitness AI and Replug – Scaling User Acquisition with a Holistic Approach

Most Effective App Advertising Platform
Moloco – Moloco Cloud DSP

Most Effective App Analytics Platform
Adjust – Adjust Suite

Most Effective App Install Campaign
Fitness AI and Replug – Scaling User Acquisition with a Holistic Approach

Most Effective Augmented Reality/Virtual Reality Campaign
Countdown and Zappar – Countdown Bricks Farm

Most Effective App Store Optimisation Campaign
B&Q and Yodel Mobile – Leveraging Unconventional ASO Techniques to Drive B&Q Business Success

Most Effective Location Campaign
Vodafone Turkey and Carat – Geotargeting Tailored for Sales Channel Convenience

Most Effective Small Budget Campaign
Hailr – Spur Spiderman: Across The Spiderverse Campaign

Most Effective Use of Data
B&Q and Yodel Mobile – A Data-driven Approach to Driving B&Q Incremental Revenue

Most Effective User Acquisition Platform
Redbox Mobile – Astra by Redbox Mobile: A Revolution in Apple Search Ads UA

Most Effective Influencer Marketing Campaign
PlugSports and Moburst – An Influencer Marketing Slam Dunk!

Most Effective Mobile Advertising Campaign
Unilever, InMobi and PhD – Closeup Voice

The post 2023 Effective Mobile Marketing Awards winners revealed appeared first on Mobile Marketing Magazine.

Social media giant Snap has extended its long-term partnership with Channel 4, creating a new series with a built-in Augmented Reality (AR) component.

As part of the extended partnership, the pair will collaborate on new ‘Snap-first’ content, which includes providing select content from Channel 4’s Paris 2024 Paralympic Games coverage.

Short-form clips of Channel 4’s most popular programmes will continue to be made available via Snapchat, including First Dates, Married At First Sight UK, Hollyoaks, Celebs Go Dating, Made In Chelsea, SAS: Who Dares Wins, Tattoo Fixers, Mashed, Celebrity Cooking School, The Big Celebrity Detox, and Absolutely Dyer.

“Having collaborated with Channel 4 over the past five years, our renewed and expanded partnership is a key part of our strategy to bring diverse and relevant content from world-class media brands to our UK community,” Snap Head of UK Partnerships Lucy Lake said.

“With the exciting year ahead in sports, the opportunity to bring the Paralympics content to millions of Snapchatters is very exciting, building on our sports offering platform-wide.

“We’re excited to continue to deepen our relationship with Channel 4, working to deliver exciting new formats and continue to innovate together.”

The new partnership with Snap supports the delivery of Channel 4’s Future4 strategy to prioritise digital growth over linear ratings, diversify new revenue streams and focus on partnerships.

Channel 4 Senior Distribution and Partnerships Lead of Commercial Innovation, Joe Harbinson added: “This partnership furthers our bid to serve young audiences and typifies the approach we are taking to reach viewers, wherever they are.

“Not only will we continue to innovate in how we adapt formats of our existing programming on new platforms, but we will also innovate by creating bespoke content to maximise the benefits of every platform for viewers and advertisers.”

The post Snapchat extends Channel 4 partnership with ‘Snap-first’ programming appeared first on Mobile Marketing Magazine.

It includes nine Mobile & App Masterclasses, starting in Barcelona on 27 Feb, with other events taking place in London, New York, Amsterdam and Berlin. Each event runs for half a day and gives mobile & app marketers the opportunity to discuss the market and their current challenges with their peers and expert agencies and tech companies.

New for 2024 are Mobile & App Leaders’ Dinners, with the first one taking place in London on 30 Jan.

Recent attendees at Future of Mobile Festival events include Asos, Depop, Monzo, Just Eat, Vodafone, Gymshark, Sainsbury’s, Ralph Lauren, Vinted, Zalando, Babbel, Delivery Hero, HSBC, John Lewis, Travelopia, Expedia, Skyscanner, BT Group, Pepsi Co, Microsoft, Uber, American Express and more!

There’s more information here.

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The Bicester Collection

Designed to represent each of the Villages’ exquisite physical environments, the new virtual experience brings together Bicester Village (UK), La Roca Village (Spain), La Vallée Village (France) and Fidenza Village (Italy), maintaining the Villages’ visual integrity and real-life shopping experience. Guests around the world can wander and navigate freely around each virtual Village, discovering the Collection and its commitment to extraordinary experiences through its experiential offers, hospitality and services and portfolio of luxury retailers.

A feature of each of the real-life Villages is The Apartment, a dedicated private space that welcomes the Village’s private clients during their visits. While the physical Apartments are invitation-only, this experience invites all guests to explore the luxurious Apartments virtually.

In addition to discovering the private spaces, guests can also access the Collection’s signature hospitality offering by pre-booking physical, in-Village services like Hands-free Shopping, joining its membership programme, and booking live, virtual personal shopping appointments. Outside The Apartment, in the virtual Village itself, The Bicester Collection leverages the intrigue and enticement of real-life window shopping, inviting users to discover a selection of virtual boutiques, with each click on a display window bringing up a curated list of the Village’s luxury brand offering in different categories. These experiential virtual offerings allow The Bicester Collection to tailor the shopping experience to each guest’s needs before, during and after their visit to one of the physical Villages.

Highlighting the global reach of The Bicester Collection, a map introduces guests to the locations of the Villages around the world, allowing users to move seamlessly from one Village to another. Guests who explore all four Virtual Villages will receive a gift voucher, redeemable at all Villages throughout Europe and China.

“The Bicester Collection’s new virtual experience extends our reach to international audiences, beyond our Villages’ physical locations, while emphasising our dedication to an unparalleled physical shopping experience,” said Sylvie Freund-Pickavance, Global Strategy and Business Development Director at The Bicester Collection. “We continue to offer seamless hospitality and exquisite environments for our guests to discover as they begin their journey virtually before enjoying the physical Village experience. While each Village presents a uniquely curated local brand mix, our guests can expect a consistent emphasis on impeccable hospitality across our Villages, including membership and personal shopping, making The Bicester Collection an ideal destination for frequent travellers.”

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Packed with user interactivity and product discovery, the experience’s layout allows for easy exploration of gift finding, with products being conveniently distributed by budget, with five distinct product areas: Advent Calendar, Holidays Limited Edition Collection, Gift Sets, Fragrances, and Santa’s Wish List.

The experience teaches guests about the art of gift wrapping. Scattered around the space, they will find gift wrapping elements. As they locate each item, they are presented with different personalization options (i.e. tissue paper, box patterns, etc.). Upon completion of the mini-game, an animation shows the guest their customized box, rewarding them with a special L’Occitane Christmas reward.

The holiday collection designs have been created in partnership with Steven Wilson, a UK-based artist whose illustrations are meant to reflect joy, with retro yet contemporary design. Wilson has previously worked with brands including Nike, The Oscars, Virgin and MTV.

Stepping outdoors, each guest is greeted by a magical Christmas experience, with an Olive tree that guests can light up themselves. The Provencal Christmas tree, a millenary tree symbolizing joy, strength and togetherness, is also the spot where guests can create their own personalized postcard, containing their curated product wish list, to send to their loved ones.

“We’re incredibly proud of this virtual experience that immerses our customers in the enchanting holiday spirit,” said L’Occitane Middle East Marketing Director, Mariana Rodrigues. “It’s a dream journey, like being in a chalet, where they can explore the true origins of L’Occitane as a brand. The olive tree is symbolic and traditional for Provence, so our vision was to bring back those traditions to our customers. The holiday season is pure magic, and we want our customers to experience the enchantment of L’Occitane and Provence.”

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