The augmented reality filter "What (empty) are you?" Instagram has become so popular that more and more Hollywood giants are following the augmented reality meme train with social media. The latest example comes from Snapchat.
The trendy camera effects that started with the Which Disney filter and turned into similar tributes to Harry Potter, Pokémon, and Simpsons have now been adopted by one of the largest streaming media brands in the world: Hulu.
Now a property in Hulu, Disney's extensive entertainment arsenal, has brought the popular AR filter trend up to date with a sponsored lens on Snapchat, as opposed to Instagram, where the filters based on the Spark AR platform first gained popularity ,
Despite the change of location, the experience on Snapchat does not differ too much from the Instagram version. The filters on Instagram usually start when the recording starts and ends after a set time.
Hulus Snapchat lens "What should I see?" Starts when users tap the screen, which mixes images from Hulu shows, and stops when users raise their eyebrows.
Who are we ? No thanks. It's always sunny in Philadelphia ? I accept it. Keeping up with the Kardashians ? Difficult no. Letterkenny ? Pitter Patter, let's get started.
According to a Snap spokesman, the lens has been running in the lens carousel for Snapchat users in the US all week. As with some previous Snapchat marketing campaigns, however, not all users can see the lens because its appearance is based on different (not mentioned) usage patterns that Hulu is targeting. The function "What (empty) are you?" It's fairly new, but Snapchat has used it on other lenses due to its popularity.
Back on Instagram, at least one AR startup was also involved. Kirin Sinha, founder and CEO of Illumix, recently released "Which FNAF?" with characters from the company's debut AR game, Five Nights at Freddys AR Special Delivery. You can try it yourself by navigating to Sinha's profile and tapping the Filters tab (identified by the sparkling smiley face).
However Sinha says you built their version over the course of a Friday evening. The DIY character of the experience eliminates the cringe factor that the big brand brings into the process.
It is a peculiar peculiarity of creativity in the digital age when viral humor is often reused by brands. Sometimes it works, like Wendy's # Twitter account. But sometimes the result is more like Steve Buscemi's meme-capable character on 30 Rock – sweaty, exaggerated and wrong.
And it is interesting to see how the same cycle takes place with augmented reality. The duality of the platforms for Snapchat and Facebook / Instagram, where creators and brands bring AR experiences to the masses, practically guarantees that we'll see another episode of brands that are cool to fellow kids.
Additional reporting by Adario Strange