Snapchat and Disney partner, bringing users a custom Avatar AR lens
Snapchat and Disney have partnered to create a custom Avatar AR Snapchat lens.
The announcement:
In celebration of the highly anticipated Avatar: The Way of the Water, Snapchat and Disney partnered to create a custom augmented reality (AR) lens that turns any Snapchatter into a Na’vi. This partnership is a further extension of Snap & Disney’s efforts to elevate entertainment with the magic of AR.
Every Snapchatter will get a personalized lens experience as the lens uses machine learning, specifically generative adversarial neural networks, advanced computer vision technology and 3d-graphics to transform Snapchatters in real-time!
Their mouth, eyes, head shape, hair and skin will all transform with the lens – complete with a true Avatar blue-striped texture – as if they came straight from Pandora. The lens transforms with Snapchatters as they move, and operates all the frames locally on the device. The lens will be available globally as of 21 November, and will be featured as a first lens Snapchat execution on 15 December, ahead of the premiere.
Entertainment is a leading category leveraging AR technology on Snapchat – theatrical campaigns that utilized an AR lens in 2021, in addition to their video buys, saw an average of 32% incremental reach. These AR experiences invite Snapchatters to learn about film characters, explore new worlds, and experience directorial style and storytelling in a more personal, immersive way than ever before.
AR delivers almost 2x the levels of visual attention compared to non-AR equivalents, leading to improved memories and more powerful responses from consumers. Brands who have branded AR experiences are 41% more likely to be considered by consumers.
This partnership is a further extension of Snap & Disney’s efforts to bring the magic of the film to any Snapchatter at home, as the organizations have partnered on multiple SnapAR efforts including in-park experiences and CameraKit activations.
Source: We Are Different
