Domino's uses Snapchat Augmented Reality to deliver pizzas in the US

Domino’s on July 28, 2018, ran a mobile campaign that let Snapchat users in the US order food directly inside the image-messaging app.

As per Adweek, Snapchat’s “shoppable AR” which mixes social commerce with augmented reality features, gave Domino’s customers the opportunity to request a pizza after interacting with a branded lens.

The AR lens worked with both the front and back cameras of a smartphone. Those who took a selfie saw their faces decorated with a virtual pair of mirrored aviator sunglasses that had a reflection of a pizza in the lenses.

Flipping the camera around showed a virtual Domino’s pizza box that opened to show a pepperoni pizza inside. From there, people could tap an on-screen button to request a delivery without ever leaving the app.

Domino’s has been testing Augmented Reality based solutions since 2014. The brand first activated a print ad campaign with AR exclusive offers in a limited test. It also experimented with Japan’s virtual pop star, Hatsune Miku, which attracted more than one million views.

The pizza brand has been trying to incorporate high-end tech solutions like trial runs of drone delivery of pizzas in New Zealand.