Domino’s partners with Snapchat to Bring Pizzas into Augmented Reality

As per recent news, Domino’s is converting its pizzas and pizza boxes into an AR (augmented reality) campaign in partnership with Snapchat. This weekend, the new trend has hit the pizza lovers with an ad campaign that let Snapchat users up their game with the new “shoppable AR” lens.

The said feature is in action from 28th of July, 2018. The uniqueness of this feature is how it enables users to, within a limited number of clicks, order their desired items off the menu without leaving the app.

How Dominos Snapchat Pizza AR Works:

• Front Camera: Your face gets a pair of glasses which reflect a pizza on them.
• Primary Camera: You’ll see a Domino’s pizza box with a pizza inside it when you tap open it!

Initially, the Kabaq agency visited a Domino’s location only to shoot images of the pizzas. Eventually, it went into partnership with Domino’s to create the above mentioned AR campaign. Earlier in 2018, Kabaq also created a similar campaign with Snapchat.

AR lenses for Snapchat are a source to expand its market and also the brands that purchase them.  As per Snapchat statistics, over 70 million of its users play with the AR lenses each day, and each person spends an average of 3 minutes with this feature. These include the viral puppy ears and dancing hot dog filters.

The national lenses bought directly through the sales team of Snapchat aren’t really cheap. For major brands/launches, Snapchat places the respective AR lens first among the others. Usually, an AR ad ranges from $12 to $15 for 1,000 impressions.

Read more at www.adweek.com