Don't Be Daunted by AR—Approach It Like Any New Tech

The challenge Augmented and extended reality technologies can facilitate more immersive interactions between audiences, artists and brands. So far, we’ve only scratched the surface of what’s possible and how to make the most of these high-attention interactions. At 4th Floor Creative, we’re continually exploring how the artists and music brands we work with can deploy technology in a way that feels fun and fits within the wider creative and marketing strategy. The process Recently, Ministry of Sound, the iconic record label and dance music brand, enlisted us to help celebrate its 30th anniversary. It was important that while coming up with something innovative and future-facing, we also elevated its legacy brand status through connecting with a wider audience, specifically younger social media users. One of the ideas to emerge between our teams was creating an AR filter themed around the brand’s history. Then, our Digital and New Tech team further built this out using our company’s wider foray into voice as an interface, integrating voice-led navigation as a creative way for audiences to engage. Our teams refined the idea into a single interactive filter that would transport users to the musical decade of their choice through voice command. To recreate each decade, we incorporated an AR element with themed graphics and props, layered with iconic dance tracks from the period. We then brought in a development partner to build an AR filter within the Unity game engine that used conversational voice input as a prompt. Our next step was to identify a platform that could support voice as an input for an AR filter. While an early version of the concept centered on a browser-based offering to make it widely accessible, we ultimately decided to go with Snapchat, which became a fully licensed music partner for Sony Music globally in 2021. Working within Snapchat also allowed us to bring the execution closer to an existing active user base that aligned with Ministry of Sound’s audience. In terms of creative, one of our key considerations was choosing objects to represent the decades that would translate both into 3D and the available screen space. When it came to usability, it quickly became clear during the quality assurance process that we needed visual communication for users on how to navigate to different decades. For that reason, we chose to provide a clear example voice command script. To maximize exposure, we enlisted editorial support from Snapchat, which pushed the filter out on its Global Music and For You pages. We also made sure to promote the filter across all of Ministry’s social channels. As a result, the lens saw a 90% plays-to-views ratio. The takeaway As our first foray into voice-driven AR, we took away several key learnings—many of which apply to any projects that deploy new technologies. For example, when choosing between a range of potential platforms to work with, it’s important to consider your audience as well as your technical requirements where possible, and utilize a platform with a user base that is both active and fits with your target demographic. When working with a new format like voice or AR, you’re likely to need to make adjustments when it comes to user experience during testing, so plan for any extra time needed to iron these out and place extra importance on your quality assurance process. Be prepared to put all your team’s creative problem-solving skills to use, finding ways to work within the framework and limitations of the technology to execute your concept. 4 Points to Hit for a Successful Livestream Concert

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Don't Be Daunted by AR—Approach It Like Any New Tech

How 4th Floor Creative made a voice-led AR filter for Ministry of Sound

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Dorothy Hui

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Dorothy Hui