The recent Microsoft event showcased its next-gen gaming console, namely Xbox Series X, and its capabilities, including a bunch of new games. The event was a success as we got to see more details of the new consoles, which was announced last year, and new games like Fable, Halo Infinite, Forza Motorsports and a lot more.
To celebrate the success and further promoting its console, Microsoft has teamed up with Snapchat to provide Xbox event themed AR lenses on the app. The AR lenses on Snapchat have been hugely popular among the users with the latest option to search for a particular lens from the app itself. You can now find AR lenses from Xbox, which include a variety of lenses from different games for an immersive experience. There are 12 AR lenses for Xbox at the time, including lenses from Destiny 2, Minecraft, Halo Infinite, The Outer Worlds, State of Decay 3, etc.
Snapchat stated, “To celebrate the Xbox Games Showcase, and provide fans at home with an immediate way to interact with the brand-new games being shown, Xbox worked with AR agency Look Mister to create 12 unique Snapchat Lenses based on many of the biggest game reveals from the show.”This Microsoft promotional campaign has a huge scope because this is the first time a company has launched 12 new AR lenses at once. These lenses can be easily used within the Snapchat app. The popularity of Snapchat on a younger demographic will play a key role in promoting the console to them. Moreover, with Snapchat AR lenses being more immersive and interactive, the people who frequently use them will be very much intrigued, especially if they have a love for gaming.
While Snapchat has a mode that allows almost anyone to make their own custom AR lens, the technical complexity that comes with Microsoft AR lenses cannot be achieved in the mode. This is why they worked with an agency to make the lenses look more real and immersive.
The AR lens campaign for Microsoft is unique and certainly a fresh take on the marketing front, indicating the significance of Snapchat as a promotional tool. The lenses are out right now if you want to check them out.