{"id":114284,"date":"2017-11-27T18:49:00","date_gmt":"2017-11-27T23:49:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/snapchat-teams-bmw-launch-new-ar-try-buy-lens\/"},"modified":"2025-01-03T04:28:27","modified_gmt":"2025-01-03T09:28:27","slug":"snapchat-teams-bmw-launch-new-ar-try-buy-lens","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/snapchat-teams-bmw-launch-new-ar-try-buy-lens\/","title":{"rendered":"Snapchat teams up with BMW to launch its new AR \u2018try before you buy\u2019 Lens"},"content":{"rendered":"<p>\u201cAt some point, we\u2019re going to look back and think, how did we not have a digital layer on the physical world,\u201d said Greg Jones, director of VR and AR at Google,\u00a0last month. It\u2019s a crazy prospect, but with augmented reality evolving at the rate it is, it\u2019s looking like 2018 could really be the year when AR comes of age, within the retail sector particularly.<\/p>\n<p>To reinforce that prospect, this week Snapchat launched its new AR \u2018augmented trial\u2019 Lens, a feature which allows customers to visualise how products will look in the real world, before they buy. BMW teamed up with Snapchat for the unveiling, becoming the first brand to use the technology to promote its new X2 model, encouraging customers to interact with a virtual 3D model of the car before they enter the showroom. Through the Lens, Snapchat users can customise the car\u2019s colour, and view it from all angles as well as changing its location.<\/p>\n<p>BMW is increasingly wanting to appeal to a younger audience, and Snapchat\u2019s audience is predominantly millennials. &#8220;Snapchat is young and modern \u2013 which suits BMW and the BMW X2 perfectly,&#8221;\u00a0said J\u00f6rg Poggenpohl, head of digital marketing at BMW, within a statement. \u201cWe wanted to insert ourselves in an organic way into the Snapchat environment and its users\u2019 world. That is the most meaningful way to address our fans in a style that fits the channel and the target group,\u201d he added.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11564\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/11\/1-2.png\" alt=\"\" width=\"938\" height=\"527\" \/><\/p>\n<p>AR product previews hold great appeal within the retail sector, and some brands have been experimenting with the technology\u2019s possibilities for quite some time. But through the smartphone integration that we\u2019re beginning to see, such as Snapchat\u2019s new Lens, AR is rapidly becoming more mainstream, and by this time next year it could feasibly be second nature to experience AR via apps that may already be on our phone. This year saw the introduction of Apple\u2019s ARkit, a developer platform for augmented reality, hosted by iOS 11 (already being used by Ikea and Anthropologie); while Google has launched ARcore for the Android audience (which GAP and many other brands have experimented with).<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a1420ca479cc'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_6a1420ca479cc');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>The statistics speak for themselves. Consulting firm Digi-Capital forecasts there 900 million AR-enabled smartphones by the end of 2018. Furthermore research from Digital Bridge shows that 69% of consumers now expect retailers to launch AR apps within the next six months. In the US, a recent\u00a0<a href=\"http:\/\/www.businesswire.com\/news\/home\/20161018005039\/en\/New-Study-Explores-Impact-Augmented-Reality-Retail\">Daymon study<\/a>\u00a0found that 61% of consumers believed AR was already influencing where they decided to shop, with 55% saying they thought AR &#8220;made shopping fun&#8221;.<\/p>\n<p>Consumer appetite for AR seems likely to explode in 2018, and it offers exciting potential for connecting the physical and digital worlds, within retail but also other industries. L\u2019Oreal\u2019s Makeup Genius app, for instance, which uses AR to let users virtually apply beauty products on their phones, has been downloaded more than 20 million times.<\/p>\n<p>For now, before diving headfirst into an AR strategy, businesses should be delving deeper into their customer and audience insights, learning more about the channels their customers use most frequently, how they like to be communicated with, the ways in which they like to interact with the brand, etc. Brands should only be thinking about investing in AR if it seems likely to move the needle on important business objectives, and not just because it\u2019s trending!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cAt some point, we\u2019re going to look back and think, how did we not have a digital layer on the physical world,\u201d said Greg Jones, director of VR and AR at Google,\u00a0last month. It\u2019s a crazy prospect, but with augmented reality evolving at the rate it is, it\u2019s looking like 2018 could really be the [&hellip;]<\/p>\n","protected":false},"author":96,"featured_media":114286,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2890],"tags":[],"class_list":["post-114284","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Snapchat teams up with BMW to launch its new AR \u2018try before you buy\u2019 Lens | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/snapchat-teams-bmw-launch-new-ar-try-buy-lens\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Snapchat teams up with BMW to launch its new AR \u2018try before you buy\u2019 Lens | DAC\" \/>\n<meta property=\"og:description\" content=\"\u201cAt some point, we\u2019re going to look back and think, how did we not have a digital layer on the physical world,\u201d said Greg Jones, director of VR and AR at Google,\u00a0last month. 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