Reality Check - Is AR gonna be a one-time wonder?
As brands shift their focus towards filmic experiences bounded in augmented reality, this has expedited the introduction of AR offerings by both FB and SC, There's also a rising industry expectation that all creatives have to be brilliant in order to win the attention of audiences. For instance, Warner Bros. created a "Wonder Woman" tiara filter using Facebook's AR camera mask tool, which Gal Gadot shared on a post that received 8.5 million likes. There were also five branded Snapchat filters in the lead-up to movie release.
While the concept of AR is relatively novel and fun to play with, it remains to be seen how brands re-invent their AR offerings and strategy to continue to drive engagements in the long run.