News: World of Warcraft Lens on Snapchat Lets You Transform into Orc or Elf & Do Battle in Augmented Reality

World of Warcraft Lens on Snapchat Lets You Transform into Orc or Elf & Do Battle in Augmented Reality

To promote Battle of Azeroth, the latest expansion for the World of Warcraft franchise, Blizzard Entertainment has conjured a Shoppable AR Lens that is now available in Snapchat's app carousel.

The experience, initially launched via Snapcode on Aug. 8, begins in the front-facing camera, where users can morph their appearance into an orc of Horde faction or void elf for the Alliance.

Images by Tommy Palladino/Next Reality

The fantasy continues on the rear-facing camera, where users can fight sworn enemies of the faction they pick on the front-facing experience by placing them in their physical environment and tapping the screen to attack. Those who pick Horde orc can chop an Alliance knight with a battle axe, while Alliance sympathizers can blast a Horde archer with ice.

Once done playing make-believe, users can click the "learn more" button to transport themselves to Blizzard's online store to purchase the Battle of Azeroth expansion.

Images by Tommy Palladino/Next Reality

In recent months, Snapchat has been building up its user interaction experience for its Shoppable AR e-commerce platform via hip-hop artists like Drake and Nicki Minaj, as well as athletic clothing and shoe maker New Balance.

Snap this Snapcode to try out the WoW experience if it doesn't show up in your carousel. Image via Snapchat

The ability to not only engage consumers but also push them to an immediate call to action directly in the AR experience is proving to be a valuable growth engine for Snapchat.

Now, that AR-powered marketing-meets-entertainment experience can be enjoyed in the world of sword and sorcery.

Cover image via Blizzard Entertainment/World of Warcraft

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