McDonald’s and Coca-Cola are the first brands to partner with Snapchat on an initiative powered by its augmented reality (AR) utility platform, Scan, which provides users with AR lenses and content that changes depending on which products they scan and unlock.
Now, users in the US with Scan activated on their iOS devices can unlock access to three immersive Coca-Cola AR lenses in their lens carousel when they scan the original Coca-Cola logo on products like Coca-Cola and Coke Zero cans. Users can retrieve three immersive McDonald’s lenses as well upon scanning French fry boxes, food trays and burger wrappers.
Leveraging Snapchat’s Scan feature will help Coca-Cola and McDonald’s extend their digital content into the physical world. And because some of the interactive lenses unlocked via Scan are promoted to Snapchatters directly through the app, the brands can also drive incremental value and engagement.
Though McDonald’s and Coca-Cola are Scan’s first brand partners, any brand can utilize the feature by creating a marker tech lens via Snapchat’s public AR creation tool Lens Studio. Once submitted to Snapchat and approved, the lens automatically is enabled with Scan.
Snapchat introduced Scan in April at the first-ever Snap Partner Summit, where details surrounding partnerships with Photomath and Giphy were explained. Using Photomath, users could point their camera at a math problem and Photomath would solve it for them. Similarly, Giphy makes GIFs appear on a user’s screen when objects are detected and scanned using the camera.
More brands are looking at Snapchat for ad and partnership opportunities, as in the US, Snapchat reaches nearly 75 percent of all 13 to 34-year-olds and 90 percent of 13 to 24-year-olds. The platform reaches more Gen Zers than Facebook or Instagram in the US, UK, France, Canada and Australia.