Arcadia. This is the name of the study that Snap Inc launched to help brands generate publicity and experiences of augmented reality (AR) beyond the Snapchat platform.
The initiative, which will transform the company into yet another competition for marketing and advertising agencies that focus on AR developments, is part of a goal set by the brand to popularize the use of technologies that can superimpose computer-generated images with the real world view.
It should be remembered that Snapchat became popular among younger users because it promoted precisely the first forms of augmented reality on phones, such as photo filters that could superimpose the ears of dogs on a person or add an animal dancing to a video .
Since then, and when he saw that he could not compete with the giants of social networks, he decided to bet on advancing in the development of these technologies, as he did with the launch of glasses for AR and with the purchase of startups that, for example, explore technologies to allow users to try on clothes virtually.
The idea is for Arcadia to help brands create augmented reality experiences, but not just for Snapchat, but also for any other social media app or website where you want to insert ads.
It was confirmed by Jeff Miller, Head of Creative Strategy at Snap Inc. He spoke of bringing augmented reality to all platforms where possible.
Arcadia already has clients: P&G Beauty, Verizon Communications and WWE. That’s right, those three companies are the first to sign agreements with the study, according to Snap.
The three will buy all the AR strategy and development for their brands from the brand new Snap studio.
Arcadia, which will operate as a division of Snap, will also advise brands and ad agencies through workshops.
A day before, and as part of the official launch marketing, Arcadia presented its first augmented reality project in conjunction with the fast food chain Shake shack at one of their points of sale in New York.
Get a taste of Snap Shack at Advertising Week NY to enjoy the classic @shakeshack experience through immersive Snap augmented reality.
You can shop and virtually try-on this exclusive merch through the Snap Shack AR store.
10 / 18-10 / 21 @ the Hudson Yards location pic.twitter.com/RbGGN8VHoH
– Snapchat for Business (@SnapForBusiness) October 18, 2021
Those who arrive at the restaurant can open the Snapchat application and scan a code that will allow them to virtually try on “Snap Shack” brand clothing and purchase items through their smartphones.