Facebook Reality Labs has partnered with AT&T to promote their 5G network by jointly launching large AR experiences. The first achievement is an AR experience for the new film Space Jam: A New Legacy. With various AR experiences on Instagram, Facebook and the web, where the Loony Tunes such as Daffy Duck, Lola Bunny and Tweety come to life. You can post them on Instagram (AT&T) in the world around you and make fun videos and you can take a picture with them via the WebAR experiences.
Doritos has set up an Out of Home AR campaign in a number of English cities together with the Strawberries and Creem Festival. With the Make Your Play campaign (after the lockdown we turn on the full life again) you could scan posters and then a Doritos chip came to life in AR as a large play button. It then turned into a portal that allowed you to briefly visit the festival and where you could register to win tickets. Doritos is very active with AR, such as this treasure hunt with which they managed to reach 11 million Philippines and we at PLAYAR recently developed a simple nachos customizer in AR.
Camera IQ has a platform with which everyone can easily develop AR experiences themselves. They have now launched the Virtual Try-on Composer where people can set up and publish AR experiences without a line of code makeup to Snapchat, Facebook and Instagram, TikTok and Twitch. Soon also on Zoom and Google Meet. They have partnered with well-known makeup artists such as David Lopez to make the AR templates as realistic as possible
DressX takes a different approach because their virtual try on is not there to buy something, but to share a beautiful photo or video. Before COVID, they had a physical location where people in expensive fashion brands could record photos and videos. Now they have an app that integrates the Snapchat camera so that people can try out all the fashion with body tracking and take photos and videos. If you really want a customized virtual fashion item, you can buy a photo where they completely customized it to your wishes. So you never buy the product itself, but a custom-made photo. Interesting development.
There is something magical when the camera recognizes your body and movements and that you can engage with it. This branded effect on TikTok for K-Freeze (a frozen drink from Coca Cola) makes great use of that. It literally freezes your move. You get all kinds of gestures and you have to imitate them and that keeps the image still for a while. The challenge has generated a total of about 331 million views. And also this Snapchat Lens for the online show Our Health works very well. It scans your body and tells you all about it. It shows your skeleton and organs. A great way to teach about that.
The Major League Base (MLB) has developed the Home Run Derby experience app together with T-Mobile. With this app they can relive this derby in AR in the run-up to the 2021 edition. You see a stadium in AR in front of you and see the entire match replayed for you in the form of animated data. Watch the video. Nice way to portray a sports match. And it would be even nicer if they also do this with the live data of the 2021 edition. AR works because it uses context, often location, but the real-time moment can amplify this. Real-time data brings AR even more to life. Snapchat, for example, makes this real-time content possible with a new feature in Lens Studio. I recently saw this example from Capitola where data styled the virtual clothes based on the weather. Nice concept. Let’s create more real-time AR experiences!