The filters with dog ears, the background of a beach or hearts moving across the screen, among others that users can place on Facebook, Instagram or Messenger stories, have a technology behind them: augmented reality. This technology allows you to visualize part of the real world through a device with added graphical information.
The Uruguayan innovation group The Electric Factory (THEF), was selected by Facebook to become a partner and develop some of these filters for the United States and Latin America, allowing brands to create content with augmented reality. The social network has a platform called Spark AR to generate products for this purpose, and 20 partner companies worldwide, including five in South America (three Brazilian, one Argentine and Uruguayan THEF).
The company's co-founder, Avedis Boudakian, told El Observador that after working on several projects in Mexico and Miami, and training on the technology with Facebook, they signed the agreement to become an official partner. Beyond being used to create face filters, the platform allows brands to "connect with the audience in a very relevant way." "Brands are talking about things all day long, but it's been proven that when users talk about brands, it's more beneficial for them," he explained.
For Boudakian, it is interesting that the user begins to create content using augmented reality provided by a brand. "It is not the same a company that says 'share this image and win a prize', to another that generates the opportunity to create valuable content, putting a mask on your face, or with a game".
In addition, using augmented reality in these social networks is, for Boudakian, a way to "democratize access to technology". "Before, if a brand wanted to do something with augmented reality, they needed an app, adapt it for Android or iOS, and the production and advertising costs were high. In any project you ended up spending a lot of money. With this, any brand can access augmented reality at a lower price," he said.
On a functional level, augmented reality can be used to preview what a piece of furniture or appliance would look like in a space. "You can see it before you buy it, with a level of detail that looks almost real." The THEF co-founder mentioned use in the cosmetics sector, testing make-up before buying it. "We did a project with Lancome, where people could try on the base color of the skin to then have more options, and the user buys a product that works for them," he said.
Another interesting aspect of the technology is that it doesn't require the user to download anything. "The system creates a URL that can be used on any platform for the public to access by simply clicking on it. Doing so opens the Facebook camera, Instagram or Messenger (depending on where the filter is) and can live an augmented reality experience in seconds, "he said.
Incipient trend
The use of augmented reality for advertising and marketing is in its infancy. "Companies are exploring and there are many who do not know that they can place their brand there. In Latin America it is growing very fast, we have a very large demand for work, and this type of technology is ideal. It provides brand communication value and functional aspects of the products, "said the businessman.
In Uruguay they worked during the World Cup with BBVA making filters where people could disguise themselves with the classic Russian cap and face painted in light blue. Boudakian added that the possibilities "are endless," and are enhanced when this technology is integrated with chatbots. "We are with two very interesting projects where we integrate both technologies and the results we are seeing are incredible, not only the assistant is virtual but it helps you choose and try on the product, I have no doubt that this will generate a revolution in the way many companies sell," he said.
Source: The Observer
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