Toys “R” Us Canada is bringing holiday fun to shoppers via its new interactive Snapchat lens.
Toys “R” Us Canada is the first company in the country to use the Snapchat Portal lens for marketing purposes, which will include interactive navigation through the store by its mascot—Geoffrey the Giraffe. Users will be guided through a “maple leaf” entryway where they can then swipe the lens to see toys come to life on the small screen. engaging lens also allows users to swipe up and make purchases from the Toys “R” Us website or take selfies on the app with Geoffrey the Giraffe. Toys “R” Us is targeting its augmented reality experience at Gen-Z, as they use Snapchat more than any other generation, and are in the target market for toy purchases. Display advertising is a highly competitive sector, according to a Gartner L2 report on the topic, and social media informs buying decisions for the majority of consumers. Toys “R” Us Canada is hoping to sway consumers to its digital sites through this branded campaign.
The toy company has also included scannable QR codes in its holiday toy catalog. When users scan a code from the cover or throughout the catalog, they will see a virtual version of Geoffrey jumping off the page. As customers get further through the catalog scanning codes, other toys will come to life digitally.
After making a comeback in the United States, Toys “R” Us is stepping up its virtual game with a new set of Canadian stores. As the popularity of Snapchat AR lenses grows among teens and young adults, more companies may look to the platform for brand revivals of their own.