If the hero of your superhero movie activates his powers with a tag, it would be nice to see your augmented reality ad for this movie react to the user's voice.
Luckily for Warner Bros., Snapchat happened to feature relatively new voice recognition capabilities for its AR lenses, which the studio's marketing team promoted the upcoming movie Shazam! which will be released on April 5 th.
For the uninitiated, the story of [Shazam!] is made by a wizard who grants magical powers to teenager Billy Batson, who can turn into something like an adult superhero. Same skill as Superman, by saying the movie title.
If the context is set, how would you guess the Snapchat lens works? Right, say "Okay, Shazam," and the augmented reality experience begins. With a flash of virtual flash and a puff of digital smoke, the Lens covers the hero's costume on the user's body and a bubblegum blister on his or her face.
According to a spokesperson for Snap, Shazam! Lens the first to use the voice-activated feature Snapchat introduced in August 2018. The experience will be available via Snapcodes billboards, murals, and posters that can be seen in Times Square, New York and on the corner of Hollywood and Highland in Los Angeles. The experience has been shown in more than 20 countries, including the UK, France and Mexico, throughout the film. You can try it out by launching the Snapchat app and using the snapcode in the screenshot above.
While the speech recognition feature for Shazam! is used, it is a few years too late to rescue the unfortunate Fantastic Four films in which a Johnny Blaze with the words "flame on!" However, when we finally get a Masters of the Universe reboot, I look forward to summoning the forces from Grayskull to He-Man.
Last summer there were several AR activations of films like Avengers: Infinity War Incredibles 2 Deadpool 2 and Jurassic World: Falling Kingdom ua
The industry has shown little signs of giving up its love affair with augmented reality, we can expect many similar innovative marketing experiences in the next few months.