Nike used it to create an aura of exclusivity and excitement about new Kyrie shoes: if you had a secret knock, you could send it to the bot and get the access to the sneakers which no one had seen before, share it with your friends and talk about them. It prompts a ‘network effect’, which is a powerful marketing tool unique to Messenger. Asking friends about an opinion was never easier. the look in a specific set of Sephora make-up, can be shared with close ones to spark a conversation. There are two vectors of communication on Messenger: with friends and brands, now, mostly those using chatbots as their virtual consultants. Inside Messenger, you can forward people to a product’s website, tell them all about your offer or even organize a contest based on the AR experience. But, because those are inside a Chatbot, the brand experience doesn’t end here. Sephora effect is one of those many beauty effects which enable you to try on different combinations of make-up in a few seconds. KIA lets you see how your new car would look like outside your garage, and ASUS effect is a “virtual unboxing”, which goal is to show Zenfone 5’s capabilities and new functionalities in the most exciting way possible. With the Nike effect, implemented into their Messenger Chatbot, it is like you’re looking at the new sneakers in the museum, but you can come closer and examine them down to the stitches. Integrating AR into such a smooth UX tool as Facebook Messenger gives an opportunity to use it as both customization and try-on mechanism.
Integrated Experience (continuing relationship with a brand) UtilityĪugmented reality started as an entertainment tool, but it becomes more and more about utility. Now, there is no way to create custom effects in Spark AR (Facebook AR tool), which could be used directly in Messenger Camera, which means that even if there are some built-in filters there, brands are not able to order custom effects, like those presented during F8 Conference, developed for Nike, Sephora, KIA and Asus. We can safely establish/predict though that 2019 will finally be the year of introducing custom AR effects to Facebook Messenger. The possibility to create AR for Messenger is not here yet, with Instagram Camera Effects (which were also announced during the conference) being in their beta phase.
Announced in detail and with a few case studies during the 2018 F8 Conference, the integration of AR with Messenger Chatbots is still a longed-for functionality, which will enable brands to interact with their fans in an unprecedented way. This is the case when we want to talk about Facebook Messenger custom Camera Effects. Sometimes, in order to see the future, we have to take a look back.
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