Face filters – which overlay graphics onto users' faces – have become a common way of promoting brands and causes. To mark National Adopt a Shelter Dog Month, Mars-owned dog food brand Pedigree has added further functionality to its face filter by turning it into an adoption platform for dogs.
The Pedigree Adoptable Facebook Mask (created by BBDO New York) is available through Facebook's Camera Effect augmented reality (AR) and face recognition platform, where face filters are referred to as masks. US users can simply shake their heads to switch between different dog masks. When they see a set of canine features they like on their own face, they can nod their head and Pedigree will help them find a future selfie buddy by showing dogs with similar faces up for adoption near their location.
As Snapchat and Facebook push cameras as the primary social interaction tool, marketers must consider how they can stretch camera-based experiences beyond one-off moments. Image-recognition user interfaces like this simple shake-or-nod mechanism are the first step towards layered interactions.
Pedigree's initiative also shows how brands can add meaning to banal moments and nudge consumer behaviour to highlight their own core values. This playful experience draws attention to Pedigree's animal welfare commitments without preaching to consumers.