Snapchat isn’t failing without a fight. The app recently suffered a massive blow to its user count, but is still swinging with a better-than-expected revenue report. Now, the platform has forged a new AR partnership with Levi’s, not only to promote the denim brand’s collection of Walt Disney apparel, but also to try and stay afloat, both online and offline, in the saturated social media world.
Starting last weekend, users who scanned a Scapcode in Levi’s stores could try on items and purchase them directly within the app. For brands looking to use digital to enhance omnichannel opportunities, Snapchat may have just sewn the winning stitch.
Tinkering with tech and using social media to connect with consumers is nothing new for Levi’s. In the past, the label tried its hand at wearable tech with a smart jacket that helped commuters with hands-free navigation. Additionally, the brand paired up with real people for an ad which has received over 25 million views on YouTube so far, according to Gartner L2’s Digital IQ Index: Specialty Retail. Its latest push boosts its presence both online and offline, as it asks consumers to use their apps in store in order to indulge in the nostalgic new line of apparel.
Another promising sign for brands syncing up with Snapchat? The platform has been working to pick up its popularity, helping over 400,000 users register to vote and speaking to an increasing majority of consumers who want brands to take a stand on social and political issues. This may already be working. The platform is expected to grow the fastest as compared to Facebook and Twitter, with over 25% of Americans using the app by the end of this year.