Since 2021, large companies began to adopt Augmented Reality in Snapchat as a marketing strategy, imposing one of the biggest trends for 2022 in the Mexican market, as it has been totally successful in improving the proximity of products to customers. reach new audiences and increase sales. A clear example is the recent Old Spice campaign, creating a unique and different advertising experience, taking a big step to differentiate itself from its competitors, boost its brand and put it on the market. top of mind of generation Z and the millennial in this year that has just begun.
The famous P&G brand worked with Snapchat to launch its first sensory Augmented Reality experience for consumers in Mexico. Relying on personalized Snapcodes, Old Spice wants to reinvent the way people connect with the brand and interact with the products in this market.
“Smells like Adventure”, the name of the campaign, is a mix of offline and online advertising activations, which give life to an immersive adventure.
The campaign uses Augmented Reality as an informative tool, which consists of Snapchatters scanning the label of their favorite deodorant or antiperspirant to unlock an experience that fully reflects the essence of Old Spice, with the freshness of a forest or the power of a field. of volcanic lava. In this scenario, users will find the product packaging in Augmented Reality, exploring and interacting by turning their phones within the environment as part of the experience, to click on different products and find informative details about benefits and uses. It is a dynamic where you can “choose your own adventure”, changing the way consumers know the different categories of deodorants and antiperspirants and encouraging them to try them.
“Old Spice is one of the most disruptive brands in recent years, which has grown by connecting with young consumers in a relevant way. We are excited about this partnership with Snapchat as it will allow us to continue to connect with our consumers in a relevant and innovative way” – Carla Díaz, VP of Beauty at P&G Mexico
Try the experience by scanning the following Snapcode:
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As one of the world’s largest advertisers, P&G is deliberately focused on changing the advertising industry to drive innovation and offer consumers superior experiences, while promoting equality and inclusion through investment in multicultural marketing and media. .
Augmented Reality Glasses on Snapchat allow Snapchatters to express themselves in a creative way, transforming their appearance and those around them. In Mexico alone, the platform reaches a community of more than 15 million active users, creating and sharing experiences with their close friends every day.
“It is exciting to see a large multinational partner like P&G wanting to innovate, surprise and create immersive experiences for Snapchatters in Mexico. With over 180 years of creativity, P&G continues to reinvent the consumer experience, and Snap is thrilled to be doing it with them. Snapchat’s Augmented Reality technology is a great communication tool, as it offers the opportunity to engage and share brand products with your friends in the Mexican market and beyond.” – André Joel, Head of Sales Partnerships en Latam para Snap Inc.
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