Oct 19 Reuters - Snap Inc said on Tuesday that it was launching 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 Snapchat became very popular with young users for its early forms of augmented reality AR, such as photo filters that could superimpose dog ears onto a person's photo or add a dancing hot dog to a video.
Snap has since staked its future in AR enabling technology, launching AR-enabled eyewear and acquiring startups that develop technology to allow users to actually try on clothing.
The new studio, Arcadia, will help brands build AR experiences not just for Snapchat, but any other social media apps or websites where it wants to place content, said Jeff Miller, global head of creative strategy at Snap.
The goal is to push the boundaries of what's possible in AR, he said.
The entertainment company WWE and P&G Beauty are Arcadia's first clients of record, meaning the studio will handle all of the brands' AR work and strategy, Snap told.
Arcadia, which will operate as a division of Snap, will also work with companies in a project-based capacity, or provide advice to brands and ad agencies through workshops, it said.
On Monday Arcadia launched its first AR project with New York restaurant chain Shake Shack at one of the food markets.
Visitors to the restaurant can scan the Snapchat app and 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.