Domino’s Brings Shoppable AR to Snapchat Lenses


Domino's Snapchat

Domino’s has been kicking the tires on augmented reality since 2014, when it activated a print ad campaign with AR exclusive offers in a limited test. And then there was the experiment with Japan’s virtual pop star, Hatsune Miku, which attracted more than one million views and then disappeared (sparking theories why).

Domino’s has also run Snapchat campaigns such as its “Dough to Door” campaign and a face-swapping lens in the UK:

And a pizza-head lens that let the user breathe fire:

This weekend Domino’s turned its pizza boxes into the jumping off point for an augmented reality campaign in the U.S.

A national ad buy let Snapchat users engage with the brand using its “shoppable AR” lens on July 28. Users could tap a button within Snapchat to order a pizza without leaving the app.

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A  Snapchat lens put sunglasses on the user, with the glasses reflecting a pizza. A floating Domino’s pizza box also opened to reveal a pizza.

“AR offers us a new way to bring consumers even closer to our product,” Meenakshi Nagarajan, director of digital marketing at Domino’s, commented on the campaign to Adweek. “We’re looking forward to continuing to test how AR on Snapchat is effective – not only for engagement, but for driving ROI.”


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