Sweat embraces augmented reality in latest consumer engagement challenge

Sweat co-founder and CEO explains the fitness app's latest social marketing effort

The Sweat challenge on Snapchat
The Sweat challenge on Snapchat

Tapping into Snapchat’s full-body augmented reality (AR) lens is allowing Sweat a fresh take on social media engagement as its debuts the latest new year Sweat Challenge, its CEO says.  

Sweat became the first Australian brand this month to utilise Snap’s latest AR advancement, 3D Full Body Tracking technology. The interactive tool is designed to track a consumer’s body movements while they exercise and is being used by Sweat to help correct a user’s technique and form and chart their movements as they trial a new workout experience.  

Sweat co-founder and CEO, Tobi Pearce, told CMO Snapchat’s 3D AR tech works well in building a deep brand connection as consumers experience a new concept of a virtual workout. The range of physical exercises involved in the new campaign include squats through to reverse lunges. Users earn points based on how accurately they complete the exercise with correct form.   

“AR isn’t something we have taken advantage of on a regular basis, so we decided to leverage this technology to coincide with our new year Sweat Challenge and offer a fun and interactive brand experience,” Pearce said. “We have always believed that fitness is social, and as such, we think this is a great social experience centred around fitness.”  

The AR offering supplements a broader new year campaign promoting the six-week Sweat Challenge. Pearce said the company is hoping the Snapchat lens will drive both awareness and encourage app downloads during what is traditionally an important time of year for fitness and health resolutions.  

“We have a fantastic partnership with Snapchat, and have been advertising with them for several years, steadily growing our footprint and diversifying our approach to both paid media in general, as well as on the Snapchat platform,” Pearce continued. “This lens is an exciting experiment for us to trial new ways to engage with our audience, whereas our typical approach is direct response-focused advertising utilising both Snap and Story ads.”  

Snap’s 3D Full Body Tracking tech can be captured by both front and rear-facing cameras and was built from the recently released 2D body tracking technology. It steps the technology up from tracking eight-joint upper body to tracking 18 joints across the whole body. The latest AR capability launched in August 2020.  

3D motion capture and multiple neural networks running simultaneously in real-time use machine learning to work out and focus on exercise form following the guidance provided by the Sweat Lens.

While Sweat is the first Australian brand to take advantage of the latest offering, Snap confirmed the other brand to have utilised this capability globally is Canadian coffee brand, Tim Hortons, last October. In that case, the sponsored body tracking lens enabled users to turn themselves into a box of its Timbits bite-sized donuts.

According to Snap, 180 million users engage with AR in its app daily. The company built theselLenses via an internal version of its AR creation tool, Lens Studio. In the future, this new technology could become available in the public version of Lens Studio, Snap’s free desktop-based app that allows anyone to create and publish their own AR experiences on Snapchat.

Related: Sweat chief brand and marketing officer joins the CMO50 in 2020

CMO interview: What Sweat's chief brand and marketing officer is doing to support fast growth

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

It's an interesting direction, and fair play that they've backed what their service differentiator in the market is. It's a bit clunky bi...

Jeff

Versa launches bot-activated website

Read more

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in