For many years, Augmented Reality (AR) has been drastically changing the way people live on a day to day basis, by overlaying compelling virtual content onto our mobile devices and creating a new dimension of experience.
The addiction of Millennials towards Social Media platform such as Snapchat has been playing an essential role in spreading the uptake of augmented reality. Snapchat itself has been famous for offering filters that give user the experience to experiment with their appearances, mainly by distorting their faces with special effects, taking the iconic dog filter as an example.
(Source: http://www.snapptips.com/use-snapchat-filters-get-hidden-snapchat-filters/)
Recently, Snapchat introduces ‘Shoppable AR’. A feature that focuses on social commerce and engagement. The newest innovation which allows people to get redirected to visit a website, watch a promotional video or install an app, simply by a tap of a button. This allows marketers to engage with potential customers through the use of Snapchat.
(Source: https://www.adweek.com/digital/snapchat-introduces-3-new-capabilities-of-its-augmented-reality-lenses-with-shoppable-ar/)
The pictures shown below represents how the lens works, provided the AR experience for the Deerupt running shoe, with the button linking through to the Adidas website.
(Source: https://venturebeat.com/2018/04/18/snapchat-launches-shoppable-augmented-reality-feature-in-lenses/)
For me personally, this is a cool and interesting way to incorporate AR in the business area, but then again, I feel like it wouldn’t be that efficient as people are excited to try these amazing new features and lenses and suddenly being brought to a boring webpage, which I believe they will close instantly.
However, what do you guys think? Is it a good way to incorporate AR to digital marketing in Snapchat? Cheers x
Carla's Digital Marketing Blog 
It’s a fresh new take on the AR bandwagon – in my opinion, it has the potential to increase brand awareness to consumers who do not recognise a brand and provides a unique way to keep up appearances with existing consumers. However, I personally feel the Snapchat filter fad has passed, as fewer people are utilising these AR features across social media. It will be interesting to see if these AR features are upgraded or modified to give a fresh new perspective on the technology, or if this fad is well and truly over.
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