MTV has partnered with Snapchat to allow users to vote for the Video Music Awards category through Lenses. The entertainment company is leveraging Snap’s camera suite to integrate augmented reality-based experiences into the awards show.
Users will be able to vote on the best new artist once the finalists are determined. They can use a special lens developed by sauce, to point one, two or three using their fingers to choose an artist to vote. These votes will be counted in the final tally, but it’s hard to say whether the number of people voting via Snapchat will make much of a difference.
MTV said AR Moonperson will appear during the live POV VMA broadcast with fan-submitted personal photos. I used the entertainment company A fairly old way of getting people to submit selfies using a form Before the event.
People can also experience the AR Moonperson effect to see it as a display in their homes. They can select a selfie from their camera roll to see Moonperson floating with his face visible in the visor.
Snap said these lenses will be available at 11 a.m. ET on September 12, hours before the VMAs start at 8 p.m. ET.
MTV said the 2022 VMAs had 40.1 million interactions across Facebook, Instagram, Twitter and YouTube. Notably, Snapchat was missing from the list. However, MTV stated that Snapchat is ideal for its target audience of 13-24 year olds.
While Snapchat featured last year’s VMAs on its Stories page, this is the first time it has officially collaborated with MTV.
The social network said this is the first awards ceremony to collaborate using a camera kit. So far, Snap has partnered with various music festivals, touring artists, and sports tournaments to bring AR experiences to fans. In July, Drake used a crying filter on Snapchat To show fans on a big screen making them appear to be crying. Use the LA Rams football team Similar technology in the field To show fans on screen. In May, the team used Snapchat Lens Revealing her new uniform.
Last year, Snap signed a deal with Live Nation to offer augmented reality experiences such as a 3D map of the venue to direct fans to certain concerts. In April, the two companies expanded the partnership to bring AR experiences to 16 more music festivals.
Snap is really focusing on branded, AR-based camera solutions to drive revenue. In March, the company launched its Augmented Reality Enterprise Services (ARES) offering with tools including an AR experience and 3D product display. In April, Snap announced AR Mirrors under ARES to get the brand integrating its technology into physical spaces.