Snap launches studio to create augmented reality ads

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Oct. 19 (Reuters) – Snap Inc (SNAP.N) said on Tuesday it was launching a studio to help brands create augmented reality ads and experiences, as part of a move to popularize use technology that can overlay computer-generated images on a person’s real-world perspective.

The owner of the Snapchat photo messaging app first became popular with younger users for his early forms of augmented reality (AR), such as photo filters that could overlay dog ​​ears over a person’s photo. or add a dancing hot dog to a video.

Since then, Snap has staked its future on advancing technology, launching AR-compatible eyewear and acquiring startups that develop technology that allows users to virtually try on clothes.

The new studio, Arcadia, will help brands create augmented reality experiences not only for Snapchat, but also for any other social media app or website where they want to place content, said Jeff Miller, global head of strategy. creative at Snap.

“The goal is to push the boundaries of what is possible in AR,” he said.

P&G Beauty, Verizon Communications Inc (VZ.N) and entertainment company WWE are Arcadia’s first clients, which means the studio will take care of the brands’ AR work and strategy, Snap said.

Arcadia, which will operate as a division of Snap, will also work with companies on projects or provide advice to brands and advertising agencies through workshops, he said.

Snap will announce a leader for Arcadia in the coming weeks, and the division is expected to have between 25 and 50 employees in the coming months, Miller said.

On Monday, Arcadia launched its first AR project with fast food chain Shake Shack (SHAK.N) at one of its New York restaurants.

Restaurant visitors can open the Snapchat app and scan a code that will allow them to virtually try on “Snap Shack” branded clothing and purchase items on their phone, or see a dancing cheeseburger, a hot dog. and fries in the restaurant.

Reporting by Sheila Dang in Dallas; Editing by Jan Harvey

Our Standards: The Thomson Reuters Trust Principles.

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