Brief:
- DoorDash is sponsoring a set of augmented reality (AR) lenses that lets Snapchat users immerse themselves in virtual versions of popular restaurant chains. Baskin Robbins, Buffalo Wild Wings, Cheesecake Factory, Chili's and Outback Steakhouse are featured in the AR experiences, per an announcement shared with Mobile Marketer.
- DoorDash's lenses have different modes for each smartphone camera. Using the front-facing camera, Snapchat users can snap a selfie of themselves superimposed in a restaurant interior. The rear-facing camera lets people look around a virtual rendition of those spaces.
- The AR lens lets users tap on a prompt to download DoorDash's app directly from Snapchat, and then use the app to place an order for delivery. Snapchat users can find the DoorDash lens in the photo-messaging app's carousel of AR content.
Insight:
DoorDash's sponsorship of AR lenses in Snapchat comes amid a surge in food delivery orders from restaurant patrons who have been stuck at home during pandemic lockdowns. While many cities and states are now letting restaurants reopen their dining rooms, food delivery is likely to remain popular among consumers who are reluctant to spend time at restaurants. Less than half (47%) of U.S. consumers said they're willing to visit restaurants as soon as they reopen, a survey by financial services company Piper Sandler found. Food delivery is likely to be more popular until consumer attitudes change.
By sponsoring AR lenses on Snapchat, DoorDash can reach younger consumers who have supported the growth of food-delivery apps for years. About a third (34%) of people ages 18 to 24 and 30% of people ages 25 to 34 order food from services like DoorDash, Postmates or Uber Eats, compared with only 22% of the general population, per a survey by researcher Civic Science. That consumer group fits the profile of Snapchat users, 75% of whom are ages 13 to 34, per Snap. In addition, the company says 75% of its users interact with AR content every day, giving DoorDash a chance to connect with Snapchat's millions of U.S. users.
DoorDash is the latest company to sponsor AR lenses on Snapchat to engage with its audience. Financial services company USAA this month introduced its first AR lens as part of its annual Memorial Day event, letting users honor fallen military heroes virtually. Universal Pictures last month created an AR lens that let Snapchat users transform themselves into characters from the movie "Trolls World Tour," which was released straight to video-on-demand (VOD) platforms. Paramount Pictures this year collaborated with fast-food chain Jack in the Box on a gamified AR face filter to promote the release of "Sonic the Hedgehog."
To appeal to more marketers, Snapchat in March released software tools to help create AR ads for the image-messaging app. Lens Web Builder, which parent company Snap touted as the first web-based AR Lens production tool, doesn't require specialized technical expertise to create professional-looking AR content. Snapchat's own AR efforts include the introduction of a feature that let users of the photo-messaging app donate money to COVID-19 relief efforts by the World Health Organization (WHO).
