A core function of Snapchat, the World Lens (view through the front camera of a smartphone), was used to create the first-ever AR car visualizer that works natively in Snapchat. The BMW X2 Snapalizer allowed users to playfully engage with a photorealistic 3D car model. They could place the X2 virtually in their driveway, living room or on top of the Eiffel Tower. Additionally, they could change its colour and rims. And the best part: They could walk around it in real time and even take photos with it.

Users could reach the Snapalizer via two ways:

True to the campaign claim “Be the one who dares”, a bold online film that had Snapcodes placed in it was created. By scanning those, users were directly lead to the X2 Snapalizer within Snapchat.

To increase the reach even further, targeted users could see a SnapAd. With only one swipe they could reach the Snapalizer.

It allowed users to place the BMW X2 virtually in their driveway, change its colour and rims and even to walk around it - with a depth of detail unlike anything Snpachat usually offers.

In collaboration with Snapchat’s developers the boundaries of their AR-engine were pushed to their limit. To make the experience as realistic as possible, normal mapping was used to program a low-poly model that works in a high poly environment – using extremely low amounts of data.

17.5 million unique impressions within the targeted audience were earned.

1.5 million engagements were generated. This resulted in a response rate of 8.6%.

On average, each engagement had a playtime of 54.4 seconds – almost double the benchmark of 23 seconds.

1 of 4 users shared or saved the Snapalizer – with the benchmark being 1 of 10.

This new communicational approach paid off and caused more than 90 major news portals, blogs and online magazines from tech, innovation, design, lifestyle or business to report on the Snapalizer. Among them were Tech Crunch, Engadget, The Drum, Ad Age or The Economic Times.

Finally, the responsible stakeholders at BMW were excited as well – calling the whole approach a prime example of their new and rejuvenated brand strategy.