Snapchat Branded Lens
Disclosure: This is not a product of Snapchat. This is purely a conceptual work proposing a potential feature for Snapchat. I'm doing a design study with the purpose of practicing rapid prototyping and improving product thinking. This was done over the course of a day.
Personal Design Study
Created in 1/30/2017
Ads are no longer about banners or intrusive popups. Think of Instagram sponsored posts or Snapchat's sponsored geo-filters. They don't shove ads to your face but blend in with the rest of the platform. Viewing the ads don't require any special action but is part of the experience of using the app. However, there's still a gap between consuming the ads and buying the product. For example, people might drop off after clicking on the shopping link on Instagram that takes you to another platform. Some may quickly disregard the content as soon as they notice it's a "sponsored" post. So that leads me to question:
How can physical products be seamlessly integrated into people's experiences?
Idea - Share a snap of your purchase and get a special treat!
Branded lens that detect 3D objects + Reward System for consumers who share snaps of the product
There are sponsored lens, filters, posts (on Discover) on Snapchat. These are great since they don't require people to leave the platform.
What if Snapchat can detect actual physical products and show advertisements that interact with them in 3D space?
Use Case - Godiva Lens for Valentine's Day
Now think about the upcoming Valentine’s Day (or Galentine’s day as singles may call it.) You just got a dozen of roses and a box of Godiva from your bae. As excited as you are, you want to share it on your story for your friends to see. You open Snapchat, focus on the Godiva chocolate box and a selection of Godiva lens pop up.
Rewarding the Consumers
Sometimes, restaurants/stores market themselves by encouraging customers to post about them on social media. If people post a picture or tag them, maybe the restaurant rewards you with a free dessert. This is the same logic - share 5 snaps using Godiva Lens and get a free Godiva ice cream. After using Godiva lens, you might notice that you unlocked a new trophy. Then, you'd see that you can get rewarded for using the lens. Next time there is a sponsored lens, you might be curious to find out what other rewards you can receive.
Some people might ask: how would you find out what the reward is? The element of "discovery" is huge on Snapchat. When there's a new feature, you don't learn by reading instructions on the app. Maybe you stumble upon a Mashable article or through word of mouth. The exclusivity is what makes the app cool and exciting. Similarly, you'd learn about the rewards after sending your first branded lens snap.
Why Augmented Reality?
I recently bought Spectacles. Aside from its beautiful packaging and the animated Snapbots, one of the most exciting thing about Spectacles is the surprise AR lens. The moment I snapped Spectacles to put on my Story, something unexpected happened: bubbles of different videos flew out into space. (As seen on the right.)
With AR, ads are no longer limited to viewing - they're part of an experience that you, your objects and your environment take part in.
With the recent acquisition of Seene Technology, Snapchat can leverage not only 2D detection but also 3D to help people capture their lives in a more interactive way.
Taking sponsored lens to the next level
The use of AR and 3D object detection opens up a whole new world of interactions. Until now, I have seen many sponsored lens for faces but no world lens that change the environment. I believe that sponsored lens could become more engaging if it could incorporate your surroundings as well as objects. 3D detection invites consumers and potential consumers to go beyond just viewing the product. You can now take a quick snap of an object, freely scale it, animate it and see how it interacts with your environment. Besides, this encourages an environment that promotes free products advertisements for brands.