BMW has become the first brand to deploy Snapchat’s "augmented trial" lens as part of the campaign for its new X2 model. The augmented reality tool allows users to view the car from different angles and change the colour, while at the same time watch accompanying vertical ads. In a statement, BMW said it hoped the "playful medium will help it attract a younger audience". Snap, which has six daily users, said its interactive lenses have previously resulted in a 178 million percentage point lift in brand awareness and a 3.4-point boost in action intent.
BMW has become the first brand to deploy Snapchat’s "augmented trial" lens as part of the campaign for its new X2 model. The augmented reality tool allows users to view the car from different angles and change the colour, while at the same time watch accompanying vertical ads. In a statement, BMW said it hoped the "playful medium will help it attract a younger audience". Snap, which has 178 million daily users, said its interactive lenses have previously resulted in a six percentage point lift in brand awareness and a 3.4-point boost in action intent.