One of the most prestigious annual events for the advertising industry, the Cannes Lions are the perfect backdrop for Snapchat to show the brands and agencies present what they have to offer.
On Monday, Snap did just that by opening an expanded event Reality exhibit at the La Malmaison art gallery featuring digital creations by Los Angeles-based innovative artist Alex Israel.
At La Malmaison Snap and Israel have installed five "snap portraits" that come to life via Snapchat's Marker Tracking. Influenced by Israel's passion for his hometown, the portraits include virtual palms, pelicans and a gym.
On the outside of the gallery, Snap has used the new Landmarker AR technology to project a digital doppelganger hovering over Israel, building and sending virtual snapshots to passers-by.
According to a Snap spokesman, the Landmarker AR experience is an isolated case. Time-only installation means that La Malmaison is not included in the list of semipermanent physical AR destinations, which include the TCL Chinese Theater in Los Angeles, the Flatiron Building in New York and the Eiffel Tower in Paris all specialized triggers are AR content.
Snapchat's financial assets depend on the advertising industry. As a result, events like the Cannes Lions are critical to ensuring that account managers and creative teams continue to work. To promote their brands, contact Snapchat.
Marker Tracking and Landmark AR lenses are the two AR offerings that Snapchat has high hopes for when it comes to promoting advertisers in the marketplace to use their tools. The former was already the basis for campaigns for the series Snap Original Bring up Bhabie Nike, the NBA finals and a "Game of Thrones" promotion for the American Red Cross. The latter has found a home that promotes Game of Thrones and celebrates Pride Month.
When Snaps showcases the right influence on his captive audience in Cannes Lions, Snapchat users may be scanning more billboards and buildings in the coming months.