Md. Ashraful Islam: Snap Inc. has set up studios to help different brands create ads and experiences in augmented reality. The whole thing is just part of the human effort to see the real world and match computer-generated images.
Snapchat, a photo-based messaging app, first gained popularity among young people with AR. Those were the early stages of AR. For example, putting a dog’s ear in someone’s picture or covering a dancing hot dog in a video, etc.
Snap has been working to develop the technology since then, according to a Reuters report. The company then introduced AR-dependent wearable products. In addition, they have bought startups, the makers of technology that allows users to see virtual clothes later.
Jeff Miller, global head of Snap’s creative strategy, says their new studio, Arcadia, will be able to create an AR experience not only for Snapchat but also for other social media apps or websites where the ad can be seen.
“The goal is to transcend AR’s potential.” – Miller said.
In the meantime, some customers have also got the new ad studio of Snap. Among the first customers are Procter & Gamble (P&G), Verizon Communications, and entertainment company WWE. In the future, Snap’s Arcadia Studio will be responsible for the AR activities and strategies of these brands.
Arcadia will be operated as a division of Snap. In addition, the organization will work with various organizations on a project-based basis. The organization will also advise various brands and advertising agencies through workshops.
Who is holding the helm of Arcadia will be known in the coming weeks. The entire department is expected to have 25 to 50 employees in the coming months.
On Monday, Arcadia unveiled its first AR project in association with the fast-food chain Shake Shack. The event was held at a Shake restaurant in New York.
Visitors go to the restaurant and open the Snapchat app and scan a special code. Later, using that code, he was able to buy clothes and various products of the ‘Snap Shack’ brand on the phone. He also saw hot dogs, cheeseburgers, and French fries dancing in the restaurant over the phone.
