BMW's AR app is the car brand's latest attempt to attract a younger demographic.
This move, according to the brand, serves as "a noticeably younger, fresher approach, with a new tonality that explores unexpected channels." Through Snapchat, users are able to 'place' a visual rendering of the brand's new BMW X2 anywhere they want, whether on their drive way on in their bedroom.The experience enables users to get up close and personal with the luxury car, allowing them to walk around it and check out smaller details, like the rims or the paint job.
Those interested in more shareable content can use BMW's new 'Gold Face Lens' filter to take a selfie.
Social Media Car Experiences
BMW's AR Experience is Available Through Snapchat
Trend Themes
1. Augmented Reality Marketing - BMW AR experience on Snapchat is one example of how brands can use AR to attract a younger demographic and provide a unique and engaging experience.
2. Social Media Advertising - BMW's Snapchat campaign showcases the increasing importance for brands to have a presence on social media platforms in order to reach a wider audience and create shareable content.
3. Interactive Brand Engagement - BMW's AR experience on Snapchat demonstrates how brands can create interactive experiences to engage customers and build brand loyalty.
Industry Implications
1. Automotive - The use of AR technology in the automotive industry presents opportunities for car manufacturers to showcase their latest models and features in an innovative and engaging way for potential buyers.
2. Social Media - BMW's Snapchat campaign showcases how social media platforms are becoming key marketing channels for businesses to connect with customers and build brand awareness.
3. Technology - The rapid development of AR technology in marketing creates opportunities for innovative technology companies to develop new tools and platforms for brands to create interactive experiences for customers.