Snapchat opens studio to help brands create augmented reality experiences

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Snapchat opens studio to help brands create augmented reality experiences

Oct 19 Reuters - Snap Inc said that on Tuesday it was opening a studio to help brands create augmented reality advertising and experiences, part of a move to popularize the use of technology that can overlay computer-generated images onto a person's view of the real world.

The owner of the photo messaging app Snap became popular with young users for its early forms of augmented reality AR like photo filters that could superimpose dog ears onto a person's photograph or add a dancing hot dog to a video.

Snap has since staked its future on technology, acquiring AR enabled eyewear and launching startup-backed outfits who develop technology to allow users to virtual try on clothing.

The new studio, Arcadia, will help brands build AR experiences not just for Snap, but any other social media apps or websites where it wants to place content, said Jeff Miller, global director of creativity for Snap.

The goal is to push the limits of what is possible in AR, he said.

P&G Beauty, Snap said, along with entertainment company WWE are Arcadia's first clients of record, meaning the studio will handle the brands' AR work and strategy, Verizon Communications Inc said.

Arcadia, which would operate as a division of Snap, will also work with companies in project-based capacity, or provide advice to brands and ad agencies through workshops, it said.

Snap will announce a leader for Arcadia in the coming weeks and by the next few months, the division should have between 25 to 50 employees, Miller said.

On Monday, Arcadia launched its first AR project with fast-food chain Shake Shack at one of its New York restaurants.

Visitors to the restaurant can open the Snap Shack app and scan a code which would let them virtually try on Snap Shack branded clothing and buy items on their phone, or to see a dancing cheeseburger, hot dog and french fry in the restaurant.