At South by Southwest,
Snapchat recently shared that they are teaming up with companies like Amazon
and HBO to bring promotions to life with its unique lens. According to
AdAge, Snapchat is
deploying what it calls "marker" technology, which is a
next-generation QR code that brands put on their packaging and outdoor ads so
people can bring them to life in the app. For example, Game of Thrones has
posters for the show that can animate using AR to bring the poster to life.
Using this technology, Snapchat is continuing to find ways to differentiate
their value proposition for advertisers as competitors such as Facebook, Google
and Apple have encroached their social space in recent years.
In my opinion, I think
this technology is a fantastic way to activate what would be considered more
traditional marketing tactics, print and outdoor as a for instance, and
leverage modern digital marketing techniques to engage and inspire target audiences.
Although I'm not sure this will truly become a competitive advantage for
Snapchat given that other companies are also within the AR space, I am
impressed that they have continued to find ways to stand out in a very crowded
field.
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