MUNICH: BMW has become the first company worldwide to make use of Snapchat's new “Augmented Trial” Lens.
The car maker is using it to promote the X2 SUV ahead of its market launch.
Fans all over the world can now use augmented reality technology to view and configure a realistic 3D model of the latest addition to the X family. Following the use of the new communication channel in late October, BMW has reached an audience "of millions across Europe" with the BMW X2 Face Lens in Galvanic Gold.
In the Snapchat Augmented Trial Lens, enriching reality with digital content, a brief clip shown between user stories or in the “discover” area, directs Snapchat users’ attention to the X2.
If the user accepts the invitation to “swipe up”, their phone camera is turned on. The app automatically introduces a 3D model of the X2 into the camera’s field of vision. In this way, users can experience the X2 virtually before it reaches the showrooms. The 3D model is realistically integrated into its surroundings and users can walk around the vehicle to admire it from all angles. They can also use the app to change the paint colour.
The use of Snapchat is in line with BMW's goal to pitch the X2 to younger customers, who are more tech savvy and at home with using apps in their daily lives.
“Snapchat is young and modern – which suits BMW and the BMW X2 perfectly," said BMW digital marketing head Jörg Poggenpohl.
"We are enriching Snapchat users’ digital experience through content they find appealing, with a high recognition value. We wanted to insert ourselves in an organic way into the Snapchat environment and its users’ world. That is the most meaningful way to address our fans in a style that fits the channel and the target group.”
