The team behind the Music Against Drugs campaign wanted to deliver an interactive experience to their target group, which would bind the communication efforts and target group together.
We developed a Snapchat lens with strong visual effects and a simple concept. This became a convincing AR lens and a sharable interactive experience on Snapchat.
A deeper dive.
Tracking of the face emotions.
Through the face recognition algorithms built into Snapchat, we could develop a lens that reacted on and analyzed the users face expressions, and immediately provided feedback. For example, if the user smiled, the lens would analyse the mood as “Happy”.
It was a must that the Snapchat lens would be aligned with the visual identity of the campaign developed by ZUPA. Therefore a big focus was visual effects like glitches, animations and filters – together creating a Snapchat lens aligned with the campaign visuals.
Paid and organic distribution.
The lens was a part of The Danish Health Authority’s 2019 summer campaign “Music Against Drugs”, and was distributed throughout the summer on both paid and organic channels – including influencers. Especially the distribution on Snapchat’s own platform has turned out being effective.
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