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Snap launches Arcadia Studio to create augmented reality ads

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Snap said Tuesday that it is launching a studio to help brands create augmented reality advertising and experiences, part of a move to popularize the use of technology that draws on an individual’s view of the real world. Can overlay computer generated images.

The owner of the photo messaging app Snapchat first became popular among young users for its early forms of augmented reality (AR), such as photo filters that could put dog ears on a photo of a person, or a dance in a video. Hot dogs can be added.

Snap has since staked its future to advance the technology, launching AR-enabled eyewear, and acquiring startups that develop technology to allow users to try on clothing virtually.

Jeff Miller, global head of creative strategy at Snap, said the new studio, Arcadia, will help create AR experiences not only for Snapchat, but for any other social media apps or websites where it wants to place content.

“The goal is to push the limits of what is possible in AR,” he said.

Snap said P&G Beauty, Verizon Communications and entertainment company WWE are Arcadia’s first customers of record, which means the studio will handle the brands’ AR work and strategy.

Arcadia, which will operate as a division of Snap, will also work with companies in a project-based capacity, or mentor brands and advertising agencies through workshops.

Snap will announce a leader for Arcadia in the coming weeks, and the division expects to have between 25 and 50 employees in the next few months, Miller said.

On Monday, Arcadia launched its first AR project with fast-food chain Shake Shack at one of its New York restaurants.

Restaurant visitors can open the Snapchat app and scan a code that will allow them to virtually try on “Snap Shack” branded clothing and buy items on their phones or watch a dancing cheeseburger, hot dog and french fry at the restaurant.

© Thomson Reuters 2021


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