Last year, when McDonald’s was looking for a fun way to support a promotion for $US1 cold beverages, it decided to test augmented reality ads on Snapchat designed to drive people to its restaurants.
The campaign resulted in a surge in revenue that was more than 10-times higher than what it spent on the AR ads, according to a Nielsen poll. Plus people who saw the lens on Snapchat were 6% more likely to end up in a McDonald’s restaurant, based on an attribution study by Placed.
McDonald’s is hardly alone. Hundreds of big name brands have dabbled in augmented reality, and seen promising results over the past few years.
Yet the majority of them continue to regard AR only as an experiment, and not an intrinsic part of their marketing mix, according to a recent report by consulting firm Boston Consulting Group (BCG).
Snapchat is on a mission to change that with a slew of AR-powered ad products as a well a full-on charm offensive aimed at brands and ad agencies.
To read more about how Snapchat is courting advertisers to get on board with AR, click here.
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