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Marketing and Sponsorship

Snapchat Combines Augmented Reality With E-Commerce

Snapchat announced "plans to marry augmented reality with e-commerce inside its walls," according to Rebecca Stewart of THE DRUM. Snapchat users in the U.K. and the U.S. will be able to buy products via a new solution the messaging and camera app is dubbing "Shoppable AR." The technology works by letting advertisers add a "button" to any AR lenses they are running on Snap. This button has "the ability to complete a number of actions, including directing users to retailers' online stores or apps where they can purchase the products, all in a click." Adidas, beauty products manufacturer Coty and gaming company King are "among the first advertisers to make use of the capability along with STX Entertainment." Adidas is running an AR selfie lens to promote its new Deerupt running shoe. Snapchat's decision to pair its unique AR lenses option -- which it claims 70 million people "play with each day" -- with in-app shopping follows a "successful campaign with Nike earlier this year" (THE DRUM, 4/18).

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