In its newest ad campaign, mobile network Three introduced the 'Puggerfly'—a half butterfly, half pug—as its new mascot. The hybrid dog serves the purpose of telling consumers about Three's Go Binge offering, which provides free data for certain streaming platforms.
To introduce the world to the Puggerfly, Three is reminding consumers that they need not limit their activity on Snapchat with Go Binge.
As well as existing in the commercial, the Puggerfly may also be interacted with on Snapchat as the platform's first-ever augmented reality pet. Users may play with the winged dog daily and see its transformation from a young Puppyfly to full-grown Puggerfly by the end of a week. Snapchat users will also be able to feed the Tamagotchi-like pet, clean up after it and watch it dance.
Promotional AR Pets
Three's 'Puggerfly' Mascot is the First-Ever Augmented Reality Snapchat Pet
Trend Themes
1. Augmented Reality Marketing - There is a disruptive innovation opportunity for companies to leverage interactive and immersive AR experiences in their marketing campaigns.
2. Virtual Pet Adoption - There is a disruptive innovation opportunity to create digital pets that users can interact with and take care of in a virtual environment.
3. Gamified Advertising - There is a disruptive innovation opportunity to use gamification in advertising campaigns to increase engagement and capture consumer attention.
Industry Implications
1. Telecommunications Industry - The telecommunications industry can explore the use of AR pets to promote new products and services in a fun and interactive way.
2. Gaming Industry - The gaming industry can leverage the concept of virtual pet adoption and integrate it into their games as a new feature or mini-game.
3. Advertising Industry - The advertising industry can utilize gamified advertising to create memorable and engaging campaigns that resonate with consumers.