Drake is lending his signature carefully manicured beard, dark shades and hoodie to a Snapchat Lens filter to promote his album Scorpion, making use of the latest social media capabilities to create an interactive advertisement

Hip-hop phenomenon Drake is taking to Snapchat to promote his new album by letting fans transform themselves in to him. The filter is available on Shoppable AR, the for-purchase part of Snapchat.

Along with putting on a beard and shades—in which you can see Drake’s reflection—app users are also given a clickable button to access Apple Music and browse, listen or even buy his latest album, Scorpion.

Augmented reality has become huge on social media, and particularly so on Snapchat. An AR filter has the potential to be more immersive than a simple YouTube pop-up ad or a quick mention on T.V., as it draws users in to the product by literally making them a part of it—even if only for ten seconds. Along with Instagram’s recent launch of IGTV, giving users greater accessibility on their smartphones is proving to be a popular way for brands to raise consumer engagement, reaching them on the social media platforms where they already spend time and giving them more opportunities to interact with brand content.

Snapchat

Hip-hop phenomenon Drake is taking to Snapchat to promote his new album by letting fans transform themselves in to him. The filter is available on Shoppable AR, the for-purchase part of Snapchat.

Along with putting on a beard and shades—in which you can see Drake’s reflection—app users are also given a clickable button to access Apple Music and browse, listen or even buy his latest album, Scorpion.

Augmented reality has become huge on social media, and particularly so on Snapchat. An AR filter has the potential to be more immersive than a simple YouTube pop-up ad or a quick mention on T.V., as it draws users in to the product by literally making them a part of it—even if only for ten seconds. Along with Instagram’s recent launch of IGTV, giving users greater accessibility on their smartphones is proving to be a popular way for brands to raise consumer engagement, reaching them on the social media platforms where they already spend time and giving them more opportunities to interact with brand content.