When your superhero movie's titular hero activates its powers with a waste phrase, it would be pretty neat if your enhanced reality campaign for that movie could respond to the user's voice.
Completely for Warner Bros. happens Snapchat has relatively new voice recognition capabilities for its AR lenses, which the studio's marketing team used to promote its upcoming movie, Shazam! who meet theaters starting April 5.
For uninitiated, the original story consists of Shazam! by a magician giving magical powers to teens Billy Batson, who can turn into an adult superhero with roughly the same skill of Superman by playing the movie title.
With the context established, how would you guess the Snapchat lens works? That's right, say "Okay Shazam" and the increased reality experience kicks into gear. With a flash of virtual flash and a puff of digital smoke, the lens leaves the hero's suit on the user's body and a bubblegum bubble in his or her face.
According to a Snap spokesman is Shazam! Lens the first to use the speech-enabled feature introduced by Snapchat in August 2018. Experience will be available through Snapcodes on billboards, murals and posters displayed in Times Square in New York and the corner of Hollywood and Highland in Los Angeles, with the experience that rolls out to more than 20 countries, including the UK, France and Mexico, over the movie's run. You can also try it yourself right now by starting the Snapchat app and using Snapcode in the image above.
While the voice recognition function is current for Shazam! It is several years too late to come to the rescue of the unfortunate Fantastic Four movies, where a Johnny Blaze ignites with the words "flame on!" If we finally start a university master, I look forward to urging Grayskull's forces to become He-Man.
Last summer, several AR activations from films such as saw Avengers: Infinity War Incredibles 2 Deadpool 2 and Jurassic World: Fallen Kingdom among others.
The industry has shown little evidence of releasing its love affair with augmented reality, which means we can expect to see many more similar innovative marketing AR experiences over the next few months.