Back to Thoughts
MITP’s Best Augmented Reality Experiences (so far…)
As chosen by MITP staff.
By Calle Bolmgren
Oct 27th, 2020
As a young company, part of our job is to keep up with the latest tech advances. Augmented Reality is one we’ve been following for quite some time, in which it has steadily grown from being an interesting curiosity to becoming the next ‘Big Thing’.
4 years ago we tried to include AR in our services but found app-based solutions a bit too inaccessible for our clients. Now, as technology catches up and social platforms have adopted the medium, the future of AR is looking very bright - and it’s a lot closer than you think.
Now, after 2 years of working with social media based Augmented Reality, we have created over 50 executions across numerous industries. To celebrate this milestone, as well as our invitation to the Instagram Branded Partner Network, here is a look back at some of our favourite MITP Augmented Reality executions.
(Note: certain links provided may no longer be available due to campaigns ending)
Nature's Tears for Rowi Singh
After a few collaborations with the amazingly talented influencer Rowi Singh, she wanted a flagship effect for her Instagram that showed off one of her favourite looks, with an important environmental message. We concepted a filter that visualises nature's call for help, in a fittingly beautiful way.
Don't @ Me for Basic Girls Guide
Basic Girls Guide, the influencer school, had seen our looks created for local influencers and wanted something for their brand that made their users feel and look their best. We created an effect based on a common sassy phrase, "DON'T @ ME" - incorporated with their cool branding.
Using billboarding, so our 2d textures always face the camera, meant every snap would be perfect and multiple iterations of the camera look meant we could perfect a look that made the user feel their best.
Royal Dynasty for GHD Hair
GHD were one of the first brands to contact us. We saw it as a great opportunity to create a great portfolio piece and went the extra mile. The effect has one feature with the selfie camera, an enchanted crown, and another for the rear camera, that's showcasing the product.
Ludovic Dellazzeri, managing director at GHD Australia said, “We have been working with the team since March to ensure we were one of the first brands in Australia and New Zealand to host our very own branded filter.”
You can read more about Royal Dynasty here.
Festival Heads for Isol-Aid Festival
As a result of the C-19 pandemic, Isol-Aid Festival was born. It’s an award winning online music festival and gathering space, where every weekend artists play 20-minute sets streamed live via their Instagram accounts. We took the festival experience to a new level by letting the festival goers dress up in their favourite festival looks, without any effort!
The user taps through different iconic festival looks: Iso-Queen, Iso-Laid, Iso-Jam and Iso-Space. The last one mentioned gives a little easter egg when the user is winking.
Hyperspace Album for EMI Australia
EMI Australia wanted a fun filter to promote the new Beck album. They loved asymmetrical looks and wanted one for themselves. While being one of the more last minute executions, we brought together elements from the album cover with 3d and illustration to make a look that took the user out of this world, and into Beck's hyperspace.
Which Aussie Artist for Pilerats
Pilerats, the successful Australian music magazine and our sister brand, is all about Australian music and current trends. So we tapped into the global 'Which ___ Are You?' filter trend and created a ‘Which Aussie Artist Are You?’ quiz filter for their Instagram. It allowed people to interact with the brand in a new way while Pilerats were getting more traffic on their Instagram and magazine website. Australia has nurtured a wide range of Iconic superstars over the years, but we thought it was important to incorporate acts with contemporary value (Sorry ACDC!), mixed with a few oldies-but-goldies.
Other than being awarded 'Best Interactive of the Week' by Campaign Briefs Bestads we saw some great results in numbers too.
Website Traffic Increase: 27%
New Instagram Followers: 1,961
Filter Impressions: 417,815
Filter Shares: 4,246
Campaign Budget: $0
Dream Lover for Poppy Lissiman
Leveraging the popular butterfly inspired sunglasses, we created Dream Lover AR for Poppy Lissiman, the successful W.A. fashion brand. It opens with the user wearing the sunnies + heaps of butterflies flying around the head.
Diamond Mouth Mask for Sheridan Tjhung
Local Artist Sheridan Tjhung has gained worldwide attention for her hand-made fashion, with much of the acclaim coming from well-known stars. She wanted to let her followers try a digital version of her iconic facemask so they could channel those same vibes as Billie Eilish, Charli XCX, Bad Bunny and more. This filter provided the brand with a perfect blend of awareness, accessibility & highly shareable content.
Drops for Frank Body
Do you like pinball? Do you like twerking peach butts? Then you’ll love this AR game that we developed for Frank Body. The filter opens with two peach butts at the bottom that you have to tap when the falling drop is close.
Murdoch Grads 2020 for Murdoch University
For many, uni graduation day is the best day ever, but it's just a lucky few who gets to be a grad speaker. Pretty lame for 2020 right? We created the Murdoch Grad Speech filter, which let all students spill their heart out about the uni experience! The filter features a speech desk, a grad hat and a little sound effect of cheering and applause that adds a nice celebratory touch.
Starsnaps for Perth Glory
We wanted to break the barrier between fans and Glory FC stars, so we created the ‘Starsnaps’ augmented reality photo booth to recreate the photo experience. It's an easy to use, portable and interactive AR photo booth that allows users to select and pose with their favourite players for a team photo.
The first game with StarSnaps installed had a total of 4k impressions, which accounts for 60% of all visitors. Hundreds of StarSnaps were taken during pre-game and half-time, resulting in 50+ minutes of interacting with the experience. An email was submitted by each user, leading to a 98% email retention rate and one of the biggest single day boosts to their email database ever.