Snapchat and Pepsi Partner for an Interactive Augmented Reality Lens Campaign in India
Snapchat has entered into a partnership with the global beverage brand Pepsi to create its first AR lens in India. Pepsi will be running a Snap Ads on the Snapchat platform which will be deep-linking to a Lens in India, becoming the first ever brand to do so in the country.
The unique Snapchat Lens was developed as part of a Pepsi summer campaign known as ‘Har Ghoonth Mein Swag’ that is aimed at tapping into the confidence and self-belief of the current generation. The campaign celebrates the progressive trend of the current generation also taps into one of their defining characteristics-SWAG. The created Lens is also accompanied with various other ad formats including Snap Ads and Filters which will provide Snapchatters with a 360-degree access to the ‘Har Ghoont Mein Swag’ philosophy of the brand.
The Interactive Lens was created in the form of an interactive AR experience where users are able to choose multiple scenarios to control their experience. Users will be able to choose their own journey game where they will be in control of their own experiences based on the answers that they pick for various scenarios.
Snapchat pushed into the Indian market late last year with the launch of a localized version of its ‘Discover’ content discovery platform which it did in partnership with some 10 media brands in India.
In December, Snapchat entered into a partnership with Red Chillies Entertainment for the launch of its first AR Lens for a film. This was done ahead of the release of ‘Zero’ which features Bollywood star Shah Rukh Khan. In March this year, Snapchat also began testing its iOS app in five Indian languages and launched a re-engineered Android app which was developed for emerging markets.
Snapchat is a fairly engaging platform. The average user spends 30 minutes on the platform everyday creating and interacting with the content. By tapping onto the platform, Pepsi is creating an experience on a platform where its target market, mostly Millennials, have a strong affinity and where they are able to interact with the brand in a very authentic manner. The company states that the interactive lenses will give its users and target market a visual representation of ‘swag’.
Users can experience the ‘Har Ghoont Mein Swag’ filter by answering various quirky questions with each of the questions adding to the ‘swag’ score of the viewers or players. Whenever the user provides correct answers for the swag scenarios, sunglasses, a jacket and a swag cap will be augmented onto their faces.
The filters that have been inspired by the Pepsi campaign will remain on the platform for one week so as to encourage users to continue interacting with the Pepsi brand.