Snapchat, l’un des géants des médias sociaux, vient de s’aventurer sur un nouveau marché avec Arcadia. La plateforme de médias sociaux qui permet aux utilisateurs de partager des photos entre amis a annoncé en octobre 2021 qu’elle créait une nouvelle société pour se lancer sur le marché de la réalité augmentée.
Ce nouveau studio aide d’autres entreprises à créer des publicités et des expériences en réalité augmentée pour leurs clients. Même si Arcadia est sous la marque de Snapchat, il est totalement autonome et peut créer des publicités en réalité augmentée non seulement pour Snapchat mais aussi pour d’autres plateformes de médias sociaux.
Et Snapchat a également ajouté Bitmoji en quelques années pour étendre cette qualité de RA à son entreprise, où les utilisateurs pouvaient créer un avatar d’eux-mêmes et l’ajouter dans leurs photos et vidéos.
Photo by April Walker on Unsplash
Snapchat est déjà dans le jeu de la RA depuis un certain temps. Ces dernières années, ils ont créé des filtres, comme les oreilles de chien, que les utilisateurs peuvent utiliser pour ajouter un élément supplémentaire à leurs photos et vidéos. Le succès a été tel qu’après quelque temps, Instagram a commencé à proposer la même fonctionnalité, permettant aux utilisateurs de créer eux-mêmes des filtres.
Compte tenu de l’immense succès de Snapchat, il n’est pas surprenant que l’entreprise ait voulu se plonger plus profondément dans le marché de la RA en créant une nouvelle société qui l’aiderait à augmenter sa clientèle.
Arcadia a même réalisé son premier projet de RA avec Shake Shack ces derniers mois à New York. Ils ont créé une fonctionnalité pour les utilisateurs de Snapchat où ils peuvent scanner un code lorsqu’ils entrent dans le magasin de hamburgers Shake Shack pour essayer leur nouvelle ligne de vêtements qu’ils viennent de lancer. Les utilisateurs peuvent également acheter des articles en utilisant leur Snapchat et s’amuser à voir des burgers dansants sur leur téléphone. Il semble que Snapchat va changer simultanément la RA et la publicité avec son nouveau lancement.
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