Adweek: Polaroid targets Gen Z audience through Snap AR lenses

Adweek reports Polaroid has turned to social platform Snapchat to reach the Gen Z audience with an AR campaign to promote its Polaroid Go instant camera. The company created AR lenses transporting Snapchat users into exotic locations, from a jungle to the North Pole.

The experience began earlier in May and is available to users across the United States, United Kingdom, Paris, and Berlin through the campaign icon within their Lens carousel, or by scanning a dedicated Snapcode, where they are invited to “Tap to Travel” to be virtually transported.

“We knew that working on a Snap Lens extension would be the ideal test for us to explore going somewhere virtually, inspiring friends to get out and take their Polaroid Go camera somewhere unexpected,” said Claudia Shishova, vice president, Polaroid, to Adweek. “Engaging in a meaningful way with this digitally native audience meant Snapchat was the perfect partner.”

The first week of the activation drew over 78,000 engagements, according to Polaroid.