We got 14 Billion plays for SRK X ThumbsUp's AR Filter
by ThumbsUp Soft Drink nahin, Toofan campaign
Thumbs Up, the iconic Indian cola brand known for its distinctive strong taste, recently achieved a significant milestone by becoming a billion-dollar brand.
To celebrate becoming a billion-dollar brand, Thumbs Up launched a new campaign featuring none other than Bollywood superstar Shah Rukh Khan. The campaign’s centerpiece was an action-packed ad film showcasing the resilience and determination of those who never give up in the face of challenges.
To take this campaign to the next level and connect with its audience in a unique way, Thumbs Up decided to incorporate an augmented reality filter. Created by LenzGig, the filter featured the iconic Toofani stars Shahrukh Khan and Vijay Devera Konda and gave fans the chance to virtually interact with their favorite superstar while enjoying a refreshing Thumbs Up.
How we did it?
Creating Great Filter Experience & Mechanics
The First thing we did when we got the brief was to sketch out the end-to-end user experience down to the last details. We focused on how the filter would work, from launching the filter to the final state. We ensured that we had clear and concise instructions, UX writing and iconography to ensure the user knew how to successfully create content with the filter.
Making Stellar graphics
After chalking out the filter journey, we focused on creating great graphics that capture the brand's essence. Making sure that the static graphics and motion graphics were as crispy as possible was a top priority. We iterated various versions of the graphics and did small focus groups to gauge if the graphics were doing justice.
Focusing on Sound Design
Once we have the graphics in place we started adding sound design to give everything a sense of realism. We focused on the background music score selection and also the various sound effects that would add that extra layer of depth to the filter.
Fine-tuning & Timing
In the fine-tuning stage, we spent hours ensuring that the timing of the instructions, graphics, and sound effects was just right down to the last millisecond. Once we were close to the final filter we also tested the filter on various device sizes to make sure no graphics were breaking on smaller devices and also to make sure that the AR effect was functioning as expected on lower-end devices.
End State and Brand Recall
In the end state, we made sure that the brand's logo and message were front and centre. We also added a bonus surprise on a rumble haptic feedback to reinforce the 'toofani" feel!
Concept creation by LenzGig for ThumbsUp campaign
LenzGig utilized a five-step approach to create the Thumbs Up AR filter that took social media by storm.
The filter started in a split-screen format, featuring both the user and Shah Rukh Khan/ Vijay Devera Konda in the frame throughout the interaction.
The bottle was then passed to the user with the help of silhouette guides and a countdown timer to ensure smooth transitions.
When the bottle was passed, a tornado effect with a wind blowing sound was added to create a thrilling experience.
The “Toofan'' effect was then introduced with a storm sound effect, transitioning to the full camera view.
Finally, as the influencer took a sip of the drink, the frame shook for a few seconds, accompanied by background music to create a lasting impression.
The user-generated content was then shared on the social media platform Moj, creating a viral sensation and driving Thumbs Up’s brand engagement to new heights.
In just 7 days, the filter generated a staggering 4.5 billion plays, and to date, has received over
14 billion plays.
The filter’s success highlights the power of innovative marketing strategies in connecting with audiences and driving brand engagement.
If you’re looking to create viral augmented reality filters that capture the imagination of millions, then look no further than LenzGig. Our team of creative and technical experts can help bring your brand to life in new and exciting ways, using the latest AR technology to create engaging user experiences that drive results. With our proven track record of success, we’re confident that we can help you achieve your marketing goals and take your brand to the next level.
Contact us today to learn more about our AR marketing services and how we can help you create the next big viral filter.
