BMW is the first brand to try out Snapchat's augmented trial lens, leveraging the technology to help consumers see some of the customization options available for the youthful X2 model.
It is becoming more common for automotive companies to adopt virtual and augmented reality technology to help potential new car owners to see the changes that can be made to a vehicle—but this new Snapchat-integrated feature doesn't require visiting a dealership or downloading a specialized app for viewing. This Millennial-targeted 'SnapAd' is appearing for Snapchat users across North America, the UK, Germany, France, Italy and Spain, but the experience may also be unlocked by scanning a Snapcode.
Snapchat's Augmented Trial Lens, which is also being touted as the "try-before-you-buy" augmented reality filter.
AR Car-Customizing Lenses
BMW Lets Consumers Customize the X2 with Snapchat's Augmented Trial Lens
Trend Themes
1. Virtual Reality Car Customization - Opportunity for car manufacturers to leverage virtual reality technology to allow consumers to customize and visualize their vehicles before purchasing.
2. Augmented Reality Advertising - Brands can utilize augmented reality technology, like Snapchat's augmented trial lens, to engage with consumers in a unique and immersive way.
3. Millennial-targeted Marketing - Brands can focus on developing marketing campaigns and features that specifically appeal to the Millennial demographic, leveraging platforms like Snapchat.
Industry Implications
1. Automotive - Automotive industry can explore the use of augmented and virtual reality technology to enhance the car browsing and customization experience for potential customers.
2. Advertising - Advertising industry can leverage augmented reality platforms to create engaging and interactive advertisements that capture the attention of consumers.
3. Technology - Technology industry can further develop augmented and virtual reality tools and platforms for brands to create innovative and memorable experiences for their customers.