Numerous advertisers have so far relied on Snapchat Snapchat has experimented with AR and provided users with all kinds of fun lenses. These days, a campaign by Cologne Zoo is attracting attention because Snapchat users can experience endangered animals as 3D animations via Snapchat on their smartphones.
The Snapchat platform considers itself an innovation leader in the field of AR. With tools like the Lenses, it enables its users to merge the real environment with virtual worlds and thus communicate with each other in an entertaining way. Over 70 per cent of the 210 million users would use a Lens every day to communicate with each other. Snapchat play, according to the official data. CEO Evan Spiegel therefore only recently pointed out how important the acceptance of augmented reality is for the further economic growth of the company.
Now a campaign with Cologne Zoo is attracting a lot of attention. Visitors could experience animals threatened with extinction up close - information boards were installed on the lawn in front of the former elephant house, in the tiger enclosure and in the terrarium section of the aquarium. When visitors held their mobile phones in front of them with the Snap-Lens, lifelike animations of animals appeared: of the Asian elephant, the Amur tiger and the Philippine crocodiles. Users could interact with the animals, engage with their threatening situation and donate to species protection via a button.
Interaction with the zoo
AR/tenschutz is the name of the campaign with which Cologne Zoo wants to draw attention to the extinction of animal species. At the same time, it points out how important the role of zoos is for the conservation of endangered species. From 17 to 28 October, visitors to the zoo were able to test the AR application on site; since November, all Snapchat users have been able to experience the virtual animals and interact with them - even without visiting Cologne Zoo.
With this campaign, Snapchat wants to emphasise its social and ecological commitment. On the other hand, the campaign is also a good opportunity to show the entire industry how cleverly augmented reality can be integrated into campaigns via Snap Lenses. Liane Siebenhaar, Creative Strategy Lead DACH at Snap: "At Snap, our goal is to use augmented reality to redefine the camera and the way a hundred million people experience the world every day."
Source: internetworld
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