Velveeta and Snapchat are coming together to bring consumers the SAY CHEESE campaign. This campaign will allow users to indulge in the moment using AI technology and Snapchat's facial recognition feature.
What is Augmented Reality & Filters: Augmented reality takes visual or auditory effects and places them into the real world, this allows for many innovations in terms of brand experience especially in the avenue of promotion. Snapchat specialties in this field by creating content filters for their users, these filters can make use of auditory sound effects, visuals, or a combination of the two. Some of the most popular versions of these alter one's appearance dramatically. The way this works is by using technology to analyze one's facial patterns and locks onto them, it then creates these changes based on what was preprogrammed.
How we used it: The way we used it was by creating a snapchat filter that covered the user in cheese. The campaign is called say cheese to play off the famous phrase and connect snapchat with velvet cheese. The trigger for causing the cheesy spill on the user is their smile, using snapchat's filter creating software we were able to program the filter to release the cheese once a person started to smile, this incentivizes the user to smile thus proving the campaign both humorous but more importantly memorable.
Photo Booth: Our Popup Photo Booth will be available to use at specific locations, and will utilize AI and snapchat technology
to cover users in Velveeta Cheese.
Potential Pain Points:
Users could potentially misuse or misinterpret the filter in ways that might be inappropriate or offensive. Snapchat filters are public, and the potential for unintended uses should be considered.
Different cultures have varying attitudes toward certain foods. Depicting users covered in cheese might be perceived as culturally insensitive or inappropriate in some regions.
Users may find the idea of being virtually covered in cheese unappealing or uncomfortable. It's essential to consider user preferences and ensure that the filter is enjoyable for a wide audience.
Photos and Posters
Snapchat Filter
Case Study
User Feedback:
Some users may not have strong feelings about the filter, viewing it as just one of many fun and quirky options on Snapchat.
I don't know how I feel about the realism of the Velveeta cheese cover, expressing preferences for a more convincing or comical representation.
I wish the cheese appeared faster, It is a cool idea but making it more of a splash might grab more attention
I like the activation of the filter being linked to my smile, it pushed the message forward very well
Sketches & Concept
Our original idea for this campaign was to play on the phrase “SEND NUDES” and make a filter that covers one's unmentionables in cheese. Yes we understand that was a bad idea and one that would have created a myriad of issues, although it would have been funny and definitely attention grabbing. Once we removed that initial idea from our mind we thought about how we could still use snapchat and velveeta, and as a result searched idioms about cheese on chat gpt leading to the say cheese campaign. A filter was not going to be enough so we needed to find a way to bring this into the real world, this resulted in our pop ups. We encountered some issues when putting this together, specifically the coding part being very difficult and not something I would recommend if unfamiliar with the software. Some of the major issues were connecting the slime or cheese with the smile as different people have differing smile patterns due to jaw structure differences, we ended up linking it to the users cheekbones to create the filters movement.
