Sweat debuts the newest New Year challenge as its co-founder and CEO, Mr. Tobi Pearce, come-to-terms with Snapchat app owner to use Snap’s full-body tracking augmented reality technology. Snapchat launched the interactive 3D technology in August 2020.
Sweat, an Australian brand, became the first to address the latest advancement in Snapchat’s full-body 3D AR lens. Also, it is the first-ever organization to use this feature and incorporate its functions to create the New Year Sweat challenge. Snapchat’s full-body 3D tracking technology uses augmented reality to track the body movements of its users. It is a high-powered interactive tool designed to check the user’s technique of exercising, monitor their movements, and form a chart of their movements as they try a new workout routine.
3D Augmented Reality
In an interview with CMO, Pearce explained how the new Snapchat feature works well in forming brand connection as the 3D augmented reality tool provides the consumer with a virtual workout experience. This is an amazing concept presented by Snapchat to enhance brand visibility and increase consumer engagement. The latest campaign includes a range of physical exercises from squats to reverse lunges, and many more. The 3D technology comes with an in-built rear and front-facing camera to track eighteen joints across the entire human body. Users also earn points based on the precision with which they complete their tasks. The app checks if the user is doing the exercises with the correct form and for the specified time allotted for each set of exercises.
Working Principle: The AR-powered, Sweat lens guides multiple neuron networks and 3D motion capture techniques within the app. This real-time network uses machine learning to focus on various forms of exercises and workouts.
Daily Life activities
The corporate world has been quite irregular with presenting the never-ending benefits of augmented reality technology to human beings. This factor intrigued a feeling of dissatisfaction in Pearce. Therefore, he thought of leveraging this technology with the daily life activities of people. This can be a fun approach that will facilitate an interactive brand experience while allowing consumer engagement in a new challenge. This can also be an innovative way to start the New Year, especially when the previous year had been so much uncertain and frustrating.
Snapchat
The augmented reality-powered, interactive tool augments a widened campaign fostering the six-week New Year Sweat challenge. In his speech, Pearce described his intuition on how this novel approach will increase the number of app downloads and promote awareness during what is customarily the best time for health and fitness resolutions. Sweat has been in touch with the Snapchat platform and has consistently maintained a good relationship with them through investments in advertisements of various kinds. This lens is just another innovative way to diversify the organization’s approach to paid media on the Snapchat platform. The 3D AR lens is a generous way to engage with the consumer, providing them an exciting experiment to trial new workout sessions.
