BMW invites customers to customize their car using Snapchat AR

Snapchat's Augmented Trial Lens is being touted as a "try-before-you-buy" augmented reality filter. BMW is the first brand to try out Snapchat's augmented trial lens, leveraging the technology to help consumers see some of the customization options available for the youthful X2 model. It is becoming more common for automotive companies to adopt virtual and augmented reality technology to help potential new car owners to see the changes that can be made to a vehicle—but this new Snapchat-integrated feature doesn't require visiting a dealership or downloading a specialized app for viewing. This Millennial-targeted 'SnapAd' is appearing for Snapchat users across North America, the UK, Germany, France, Italy and Spain, but the experience can also be unlocked by scanning a Snapcode.