Rum brand Bacardi is teaching Snapchat users new dance moves as part of its "Conga Feat. You" campaign, using augmented reality to teach users new dance moves. The new full-body tracking seems to have potential.
Rum brand Bacardi invited fans around the world last year to be part of the official music video "Conga Feat. You" for a reinterpretation of Miami Sound Machine's international global hit. Now the brand is expanding its campaign. Together with Snapchat, a dance lens was developed that teaches users a series of dance moves with the help of augmented reality animations. Those who follow the instructions and complete the moves gain access to additional instrumental elements for "Conga". In addition, Snapchat users can share their performance in their Story.
With the campaign, Bacardi becomes the first alcohol brand to use Snapchat's new AR 3D full-body tracking technology.
Full body tracking with potential
The Lenses pick up the movements of a body and apply the different Lenses directly. The clothes are also taken over. Other digital figures can also be added to imitate the movements. The Lenses work with both the front and rear camera. The technology is able to identify 18 different joints and superimposes the 3D animations on them. Every movement of the joints is adopted.
Tim Hortons, a Canadian fast-food chain, was the first brand to use it at last year's Halloween. With their Snapchat Lens, users were able to transform themselves into a box of Timbits (Doughnut Holes). While this Snapchat Lense is only meant to be fun, it's not difficult to imagine what fashion brands and clothing shops, for example, could do with the technology.
The cooperation with Snapchat promises Bacardi even more reach for its campaign: according to the company, over 200 million Snapchat members use AR daily. The number of daily Snapchat users increased by 22 per cent within a year to 265 million, we reported last year. reported.
Source: WUV / Online Marketing
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