Pizza chain Domino’s is experimenting with augmented reality (AR) as a new way of reaching hungry consumers.
Last month, the company partnered with Snapchat for a national ad campaign in the US that lets users play with AR technology and order a pizza without leaving the app, Adweek reports.
With the Domino’s Shoppable AR lens, users can take a selfie and see an image of their face wearing a pair of sunglasses, with a pizza reflected in the lenses. Flipping the camera around shows a virtual Domino’s pizza box that opens to reveal a pepperoni pizza inside.
From there, people can tap a button on the screen to request a delivery.
The feature was created by AR specialist Kabaq, which captured 3D images of a real pizza and box in order to create the AR effect.
According to Snap, around 70 million people play with its AR lenses every day and each person spends an average of three minutes with the feature.
National AR ads, such as the one for Domino’s, are charged at a flat rate of about $500,000 (£388,000) to reach 15 million to 20 million people, generating 40 million to 60 million impressions.
The campaigns see an average sales lift of about 10%, according to an analysis of 22 CPG (consumer packaged goods) brands by measurement company Nielsen Catalina.
“AR offers us a new way to bring consumers even closer to our product,” Meenakshi Nagarajan, director of digital marketing at Domino’s, said in a statement quoted by Adweek. “We’re looking forward to continuing to test how AR on Snapchat is effective – not only for engagement, but for driving ROI.”