The "what (blank) are you" augmented reality filters on Instagram have become so popular that more and more Hollywood giants are following the augmented reality-powered social media meme train, with the latest example via Snapchat.
The trendy camera effects that started with the Which Disney filter and turned into a similar tribute to Harry Potter, Pokémon and Simpsons Characters have now been taken over by one of the largest streaming media brands in the world: Hulu.
Now owned in Disney's huge entertainment arsenal, Hulu has given its own twist to the popular AR filter trend with a sponsored lens on Snapchat, unlike Instagram, where the filters built on the Spark AR platform were first became popular.
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 stops after a set time.
Hulu & # 39; s "What Should I Watch" Snapchat lens starts when users tap the screen, placing Hulu shows images in random order and stops when users raise their eyebrows.
This is Us ? No thank you. Is it always sunny in Philadelphia ? I'll take it. Keeping the Kardashians ? Hard not. Letterkenny ? Pitter patter, let's get going.
According to a Snap spokesperson, the Lens is in the lens carousel for Snapchat users in the US this week. However, like some previous Snapchat marketing campaigns, not all users can see the Lens, because the appearance is based on different (not disclosed) usage patterns that Hulu is targeting. The "what (blank) are you" feature is fairly new, but Snapchat has used it on other lenses because of its popularity.
Back on Instagram, at least one AR startup also participated in the act. Kirin Sinha, the founder and CEO of Illumix, recently published "Which FNAF?" with characters from the company's AR game, Five Nights at Freddy & # 39; s AR Special Delivery. You can try it yourself by navigating to Sinha & # 39; s profile and tapping the filters tab (indicated by the smiley face with glitter).
However, Sinha says she built her version in the course of a Friday evening. The do-it-yourself character of the experience removes the cringe factor that the big brand raises.
It is a strange whim of creativity in the digital age, when viral humor is often reused by brands. Sometimes it works, as with the notorious snarky Twitter account for Wendy's. But other times the result looks more like the meme-capable character of Steve Buscemi on 30 Rock – sweaty, overloaded and fake.
And it's interesting to see the same cycle play with augmented reality. The duality of the Snapchat and Facebook / Instagram platforms, where makers and brands contribute AR experiences to the masses, practically guarantees that we will see another episode of brands that act cool around other children.
Additional Report by Adario Strange
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