Snapchat rolls out monetisation pilot program for AR Lens creators in ANZ
Snapchat is giving its in-app currency Snap Tokens another look, as the platform started testing digital goods within Lenses in Australia and New Zealand, giving AR creators another monetisation tool.
Announced at its global Lens Fest event, the company has selected a handful of AR creators for a pilot project. As users ask for ways to enhance and upgrade popular lenses such as the Potato Lens, the pilot project will make it possible by allowing them to purchase new Lens effects with Tokens from creators.
For example, users can upgrade the Lens to give the potato a magician look.
The initial test was first rolled out in Australia and New Zealand but involved AR creators from US, Mexico, Germany, and Austria.
A Snapchat spokesperson said: “These creators are part of our Snap Lens Network and Ghost programs, which enable creators to work closely with us on new, experimental projects.
“We’re testing digital goods within Lenses in an effort to explore new business models for AR creators and developers beyond building Lenses for clients.
“This test allows us to learn more about the types of digital goods that AR creators are interested in building into Lenses, and Snapchatters are interested in using.”
Snapchat launched another campaign using Snap Tokens recently with Adidas – a first-ever Bitmoji merch drop. With 250 Snap Tokens, users can purchase a limited edition Adidas jacket for their Bitmoji avatar.
David Rosenberg, director of Bitmoji strategy at Snap Inc. “Unlocking new Bitmoji Fashion experiences presents an exciting opportunity for Snapchatters to get access to exclusive digital fashion and express their unique digital identity, and a new frontier for innovative brand partnerships at Bitmoji scale.”
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