There’s no shortage of hokey marketing AR, but among the bright spots for the technology is the Snapchat AR lens. With 70 million of its users trying the feature out daily for about three minutes on average, and marketing campaigns that use the format lifting sales by about 10 percent, according to a recent Nielsen Catalina survey, it’s no wonder that brands are swapping VR for AR lately. The new Domino’s shoppable AR lens campaign, created by augmented reality menu maker Kabaq, is particularly mouthwatering. When Snapchat users apply the lens to their face, they see a pizza reflected in virtual sunglasses, but when aiming their smartphones the other way around, they see a realistically-rendered Domino’s pizza box with a fresh steaming digital pizza, at which point they can just click to order a real one.
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