Virtual Cars: Snapchat’s ‘Augmented Trial Lens‘ allows potential BMW customers to try out the new X2 model before it even reaches the dealer. As the world’s first brand, the car maker uses the new tool and brings its customers in the Augmented Reality (AR). For BMW, the offer is an opportunity to appeal to younger drivers. Snapchat could make up ground again with the Lenses to Instagram and Co.
BMW is the first brand worldwide to use Snapchat’s new “Augmented Trial Lens”. This allows you to view and configure the X2 in three dimensions on your smartphone. As a digital lead agency Jung von Matt is responsible for the performance. Snapchat is an “innovative and playful medium, which is especially popular with creative, technology-savvy people.”
And this is how the preview works: The user’s cell phone cameras are activated when they have accepted the invitation to “swipe”. And then the app automatically integrates a 3D model of the X2 in the field of view of the camera. For example, users can “park” it in their carport at home – or at any other location. Incidentally, in March 2018, the X2 celebrates its market premiere.