Christina Aguilera has been celebrating the controversial album’s 10-year anniversary with some pretty cool Bionic merch, but her most recent initiative is way more innovative, as it involves Artificial Intelligence (AI).
Aguilera had recently posted a slideshow, proudly showcasingthe Augmented Reality (AR) lens on Instagram that makes the users’ face “bionic,” and fans are intrigued by the look.
“A Chance To Be#BIONIC”
Aguilera gave a shout out to a designer@leanvaldovinos, who supposedly created the lens.
The new filter allows Instagram users to apply the bright rouge lipstick and the infamous artificial half-face mask, and get a chance to be virtually bionic in an awesome selfie.
Aguilera showed off the lens herself in a picture and a couple of seductive short videos, she also shared individual photos and collages of fans having fun with the lens. The cutest of them all, probably, being the video of a little girl using a filter and trying to “blow a kiss” (just like Aguilera does in Vanity).
The Filter That Works On Several Levels
The initiative works on several levels, as being AR-made, it adds to the symbolic meaning of being bionic (having artificial body parts, electromechanical, in particular).
It is also important to note that the secret of the appeal of Augmented Reality to the customer lies in increasingly convenient applications that they can access on their mobile devices. Naturally, it’s only becoming easier for the brands to utilize AR, as, for example, withFacebook Shops,users can take pictures of their items for sale creating “multi-dimensional panoramic views” and “a state-of-the-art 3D-like photo capability.”
So AR and VR filters are a great way for the singer to continue the marketing campaign for Bionic anniversary, because they allow Aguilera to create highly visual immersive Instagram experiences that make the followers feel like they belong. The filter also adds a fresh spin on a 10-year-old product through gamification, increasing familiarity and brand awareness, and driving customer loyalty.
In other words, we applaud Aguilera’s marketing team, because if the scientists did the calculations right, by the end of 2022, the number of mobile AR userswill reach3.5 billion worldwide!
