The Viral PS5 AR Filter that is Tricking the Internet

Earlier this month, AR creator @AROnEverything released an AR filter that has gone viral. This filter was created right before the launch of the long-awaited PlayStation 5 gaming console. Designed to look like a new PS5 box, users could place this box anywhere in their surroundings, making it seem like they had purchased the PS5. In fact, it was so realistic that the creator had to state that he had “created this filter for [a] fun purpose only” and how “‘AR On Everything’ will not be responsible” if users receive any legal consequences for misuse. 

While loyal friends are eagerly waiting for the launch of the new PS5 on November 19th, users of the AR filter are posting photos of their new PS5 box all around the internet, tricking their circles into thinking that they were able to exclusively buy the PS5 ahead of time. It is no question as to how so many people got tricked. This filter was meticulously designed to look exactly like the real PS5 box, where it builds a computer-generated 3D model of the box over real-life surfaces. It doesn’t stop there. Not only are users using this AR filter to prank their friends, but many are also messing around with the filter’s ability to change the size of the box. While some made it as small as possible, others, like this user, made the box the size of a two-story building. 
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This isn’t the first time that AR filters have been made to look ultra-realistic. In 2019, ASOS, a British online fashion and cosmetic retailer created an augmented reality experience on their app called the “Virtual Catwalk” where users could see the clothes they were shopping for on a “real-life” 3D model. This feature was developed as part of ASOS’s partnership with AR company HoloMe and users can select one of 100 different products to try the AR filter. Janosch Amstutz, CEO at HoloMe, stated that by “allowing the consumer to bring mobile shopping into their own physical space, we can create a more intimate buying experience…” 

And he is right—compared to traditional marketing formats, AR filters like this do an excellent job of garnering interest and capturing the consumers’ attention. Check out this article to read more about how AR is rapidly changing the marketing industry. However, arguably the most impressive part of this specific augmented reality experience is that users could stand by the model and look as if there are actually two people there. Take a look at this image yourself and guess which person is real and which one is 100% virtual:

Similarly, IKEA is another brand that is capitalizing on the spatial element of 3D AR filters to show customers what furniture will look like before they purchase it. With more than 2,000 furniture products on Ikea’s Place app, users are able to see how the products would look, and most importantly fit, in their real environments. 
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What makes this feature important is that this augmented reality experience is true-to-scale and interactive. This means that not only are users able to see how the furniture will precisely fit down to the millimetre, but users can also walk around their environment and interact with the furniture, and even go as far as to leave the room and come back with the virtual furniture still there. Moreover, IKEA has rendered the images with shading that responds to the light conditions in the picture and the texture of materials on the products.

So why is augmented reality taking off in the retail space, such as in the case of ASOS or IKEA? Research shows that customers aren’t always confident about buying products that they cannot try-on beforehand, such as clothing online or furniture. Using new technology like AR really enhances the purchasing process and allows users to become more comfortable when making purchases. Another benefit that AR brings is engagement. While traditional methods of promotion such as images or videos have performed well at capturing the attention of users, having a full interactive AR experience takes this to a whole new level. It is evident that more and more marketers use AR as a great way to engage consumers and allow them to interact with their brand for extended periods of time. The third and final feature of AR that makes it great for the retail space is its shareability. The virality of these filters, as seen by the PS5 filter, is very integral, and allows many brands to increase their brand awareness through producing innovative AR filters.

Does integrating AR filters into your brand’s marketing campaign seem like the next step? Reach out to our team at New Future Creative—we would love to help bring your ideas to life. In the meantime, check out our portfolio or download our free guide to AR filters below.