OnStar: Snapchat AR Lens Pt. 2

OnStar means it when they say 'Better Never Stops,' and to prove it, they continue to show how they make anything good, better.

Building on the success of our previous AR lens, we created a new Snapchat game that lets players collect badges, showing how each OnStar feature transforms their car from good to better.

Users are met with their own face, a road laid out in front of them, and the steering wheel of a GMC Canyon Denali. A prompt encourages them to collect as many features as possible to improve their car in :30 seconds, and with the countdown ticking, the game begins.

The car drives along a road where users collect items, Mario Kart style, each representing an OnStar feature. For example, an Infinity Tune icon appears on the road, and users can move their heads left or right to grab it. The game ends when users collect Super Cruise.

At that point, the steering wheel lights up green, and a blue beam overtakes the road as the car continues driving. A CTA then guides users to learn more about enhancing their own vehicle with OnStar, along with a disclosure on safely using Super Cruise Driver Assistance Technology. This experience is a fantastic way to showcase the many exciting tech upgrades available through OnStar.

Open Snapchat and scan QR code to play!

Campbell Ewald / Paper Triangles

Role: Copywriter

Creative Directors: Phil Wood & Ben Klassman
Art Director: Lexi Pruneda

Campaign link: Better Never Stops