In celebration of the TommyXLove Valentine’s Day capsule collection, we created a Custom Snapchat Lens for Tommy Hilfiger. Using the Lens, which is available for a limited time only (during the week of Valentines Day 2018), Snapchat users can now share custom-made ‘love messages’ with their loved ones.
As the social media landscape continues to evolve and the consumers’ attention shifts towards 1:1 engagement, AR Advertising is an opportunity that continues to have our attention this year. No surprise that our friends at Tommy Hilfiger see Augmented Reality as their format of choice to extend their TommyXLove campaign, for which they asked us to develop a Custom Snapchat Lens.
Interaction: bringing the campaign to life
The idea was to bring the TommyXLove campaign to life on Snapchat by using the platform’s unique features in the Lens Studio, therewith enhancing the campaign’s strong visual language. The challenge was to allow Snapchat users to interact with the TommyXLove content, customizing the campaign images and so creating a custom ‘love message’ while maintaining the recognizability of the campaign.
Share the love with TommyXLove
Together we worked on multiple concepts, exploring the riches of the campaign elements as well as the vast amount of features that the Snapchat Lens Studio has to offer. After some experimenting, we decided to stay close to the look and feel of the TommyXLove campaign, mostly because it already offers a ton of playful campaign elements as it is, that we just needed to enhance.
We decided to pop out all of the individual campaign images, allowing Snapchat users to create their own, custom-made ‘love message’ and to share it with their loved ones.
What makes a Custom Snapchat Lens successful?
Snapchat’s Lens Studio offers boundless opportunities regarding designing engaging interactions with a brand. The bottom line, however, no matter how advanced or immersive the experience designed might be, is that it has to be meaningful, easy and fun. In this case, a rather straightforward combination of some of the Lens Studio features and the individual TommyXLove campaign elements have resulted in a fun and unique experience. Users can choose to use the rear-facing camera to engulf the landscape with campaign images or switch to the selfie cam to include themselves—to make their love message even more personal.
For the global Valentine’s Day roll-out of the Lens, we designed a vertical video social ad showcasing its workings—linking straight to the Lens.
Seize the moment with this limited-time lens
Can’t wait to take it for a spin yourself? The TommyXLove Snapchat Lens is live now, but for this week only!
Get 24-hour access now through here, or by scanning the Snapcode below.