Now, after publishing AR experiences in partnership with Google to promote the latter, Disney has tapped the AR camera effects of Facebook Messenger to hype up the former as the season (and, perhaps, series) finale is set to drop on Friday.
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The newly Marvel-powered app is available in the camera effects carousel in Facebook Messenger for iOS and Android. Once opened, the AR experience fills the camera view with a 360-degree virtual rendering of the titular couple's Westview living room. Mild spoilers are contained therein, so, if you haven't caught up, you may want to avert your eyes.
As you explore the virtual space, the room transforms to reflect the decade-tripping conceit of the show, with magical anachronisms and Easter Eggs appearing throughout the experience.
Although the portal works on both the front and rear cameras, the selfie view uses background segmentation to replace your physical background with a virtual one, giving your viewers the impression that you are visiting Wanda and Vision.
Moreover, the front-facing view works with video messaging, including Facebook Rooms.
Since Facebook extended its Spark AR creator platform to Instagram and Messenger, it's the photosharing app that has received more attention from brands and creators. But count Disney's marketing team as one of its fans, as the crew has previously used the AR platform to create promotional experiences for Star Wars: The Rise of Skywalker.
Disney has been an active adopter of AR advertising in general, and the entertainment giant has experimented with various platforms in its promotional practice. Google assisted Disney with AR experiences for The Mandalorian as well as Star Wars: The Last Jedi. Snapchat also got the call for another Disney Plus property, Lady and the Tramp and The Incredibles 2, which also utilized Samsung's AR Emoji.
Reflecting executive chairman Bob Iger's preference for AR over VR, Disney has also published AR games for its Star Wars and Marvel properties for the Lenovo Mirage headset and has devoted research and development into AR technologies.
Suffice to say, we can expect many more AR experiences from Disney in the future. And, with a packed calendar of releases for 2021, Marvel fans will likely have their hands full with AR this year.