Gaming filters: the new playground for brands

Of all the creative possibilities for your filters, some will interact more with your community. This is the case for augmented reality games your community on Facebook, Instagram or Snapchat. We suggest you discover how the most popular games available on these platforms work and what they can do for your communication strategy.

Our selection of the most popular games

In this category we find games that interact mainly with facial movements: turning the head, blinking, opening the mouth.

Each one is different, however, and corresponds to the company's image.

L'OREAL: an immersive game

L'Oréal, for its part, relied on the principle of a timed race with a 3D decor immersing the user in the environment of the Elsève shampoo in the range.
The player finds himself immersed in a video game in the brand's colours where he has to retrieve the bottle of shampoo to earn points while avoiding the obstacles in his path so as not to lose his lives.

Jennyfer and Lacoste: sports games

Other brands wanted to develop the sporting side of this feature: this is the case of Lacoste and the Jennyfer brand, which have released a filter on their respective Instagram accounts related to tennis and basketball. 

Lacoste based its design on the principle of a tennis match where the user has to catch the tennis ball with the racket linked to the rotations of the head. The crocodile wanted to propose a new form of content with a system reminiscent of the brand's history.

Jennyfer chose a game with a basketball hoop where the balls fall from the top of the screen, and the user guides the hoop with their head to retrieve them. This was created to promote the launch of the new product range in partnership with the NBA.

Interactive AR games

Puma also wanted to promote its products with a "catch the shoes" filter, the aim being to capture the shoe in their collection by blinking at the right moment. A challenge for some who like to challenge their friends on this type of game rather attractive and easy to use.

Some games are also based on the height of the phone, as in the case of the Sony music filter in Chile, which has published a filter based on the principle of the "doodle jump" game, where the user must move a character up and down different floors by blinking.

Original games

However, some games can be more original and less seen:

Pringles has come up with a rather avant-garde filter combining immersive packaging and an augmented reality game. When the user scans the Pringles tube, the 3D box appears directly on the phone, with the game in question in the real environment. The user then has to click on the food items indicated by the box, and go as fast as possible to collect them in order to collect as many points as possible.

The spotify UK account has released a duet filter, which tests the mutual knowledge between two people through a quiz. Each user answers the question by tilting their head at the same time. As a result, the filter detects whether or not the two users have been going in the same direction. A rather ingenious idea bringing two people together, and making the filter a viral filter reaching more users.

Finally, beauty products brand Ulta Beauty recently released its filter in the form of a scrap. A guessing game rarely seen on social networks, it challenges users to find out which brand is behind the pun. A new initiative of its kind, bringing diversity to this type of content.


Why opt for an augmented reality game filter?

  • Differentiate yourself from your competitors by entertaining your users

More and more brands are creating their own Instagram filters, however for the most part these are still face animations, with effects on the face. Offering new content such as AR games can help differentiate from competitors and interact with your community. Your audience will be looking for fun and surprise through this type of filter. Take advantage of this to spread a new image to this audience and the values you hold dear.

  • Raise your profile by reaching more people :

When creating your filters, it is important to keep in mind their purpose. Indeed, it must be usable by anyone. A goal that allows you to reach more people and broaden your target. Nevertheless, it is important to create a filter that is in line with the expectations of your community in order to make it as effective as possible. As a company, you should therefore offer something bold and original. The more it appeals to your core community, the more it will be shared and used by other users. A game-like filter tends to be more viral, as it is more challenging and arouses curiosity. An advantage to use for companies that want to gain notoriety and increase their popularity.

  • A number of options can be added to your filters for even greater virality :

To get even more visibility on your filters, you need to add value to your content. Competitions, promotional codes, challenges and themes are elements to be implemented when creating your AR games. Indeed, you can associate the engagement of a challenge with the shares it will generate, push the user to play your contests thanks to the rewards set up, or even create a link with your audience by using certain periods of the year. This will allow your users to feel concerned and to be seduced by what you offer.


Augmented reality games are therefore good levers for proposing a viral filter, but above all for setting yourself apart from your competitors. These different examples have shown you that many possibilities are possible in terms of creation. It's up to you to choose what type of game you want to have or create for your future projects.