Mumbai: The lockdown in India has been one of the strictest in the world. Naturally, this has meant that everyone – including brands and consumers – has been exploring different ways to be present on and engage with digital platforms.
Capturing the spontaneity of millennials and Gen Z, the all-day café & bar chain SOCIAL, is engaging with its community through a new collaboration with Snapchat. A series of custom Snapchat Lenses allow fans to interact with the brand in a fun and dynamic way. These augmented reality experiences allow Snapchatters to “get social offline”, whilst keeping in mind social distancing measures. The SOCIAL Snapchat Lenses can be unlocked by scanning the Snapcodes below, or by searching ‘Social Offline’ on Snapchat.
There are six lenses available: from hopping between six different SOCIAL restaurants, to being transported to its state-of-the-art performance venue ‘antiSOCIAL’. Some of the lenses showcase SOCIAL #mixers and get your mouth watering with augmented reality food delivery, bringing #ThatSOCIALWaliFeeling wherever you are.
Commenting on the partnership, Divya Aggarwal, Head Of Marketing, Impresario Handmade Restaurants says, “SOCIAL has been innovating constantly during the lockdown to effectively engage with our fans wherever they are. Thanks to the ever-evolving habits of millennials and Gen Z, this partnership with Snapchat has happened at the right time. We are excited to partner with them for these fun new AR Lenses, which gives us the opportunity to interact directly with our audience and bring out the bold propositions of our brand. As the pioneers in innovation in the F&B space in India, SOCIAL continues innovating and integrating technology to create user-generated content. We’d love for our fans to use the lenses and have fun with #ThatSOCIALWaliFeeling at home!”
“With lockdown restrictions continuing to limit physical time spent together, we know people are missing not just the company of their loved ones, but the atmosphere and ambience that comes with going out and exploring the city. SOCIAL’s range of lenses gives the community an opportunity to know what to expect at their cafes and bars once they reopen – and have fun too. It’s really exciting to see AR power such an immersive experience for Snapchatters here in India.” says Durgesh Kaushik, Head of India Market Development at Snapchat.
