Augmented & Virtual Reality

For Snap, AR’s Future is Fun

Overview CES Tech Talk podcast, in its sixth season, features interviews with industry experts who bring you an insider’s look at what’s new and trending in the world of consumer electronics, and at CES. New episodes drop weekly. Subscribe via your favorite podcast platform to get the latest. This week’s episode focuses on Snapchat in the augmented reality space, and what’s ahead. Snap Inc. CMO, Kenny Mitchell, talks about extending the platform’s fun factor through fresh AR experiences.

Snap Inc.’s Snapchat platform has long employed augmented reality to add whimsical attributes to video social experiences. For 2023, the company is making a push into building community relationships with its “Wait’ll You See This” campaign. As described by Snap CMO Kenny Mitchell, the campaign demonstrates how Snapchat’s AR lenses help users tell amazing little stories through their smart devices’ cameras. Find out what’s next for Snap’s growing community of users and Snapchat Lenses, the fun and funny AR features that users can apply as special effects for their videos. Check it out in episode 15, Snap CMO’s Vision for the AR Market, of the CES Tech Talk podcast series.


  • Snap’s “Wait’ll You See This” campaign, intended to showcase Snapchat’s quirky “awesomeness," debuted via an integration with Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest as a celebration of the platform’s most popular lenses
  • The Snapchat platform is growing its user base, with penetration among those aged 13 to 34 exceeding 75% in 20 of the planet’s major mobile markets
  • Snap CMO Kenny Mitchell sees a future where Snapchat Lenses, the platform’s wildly popular AR experiences, will become hands-free via wearable devices powered through AR and advanced camera technology  

They Said It

Snapchat is a visual app that's all about helping to enhance your relationships with your friends, your family and the world around you. And we like to say the things that you care most about like the people you're close to, the things and culture that you really care about, Snapchat helps to make those good things better…

Kenny Mitchell (00:40)

…[A] massive priority for us is augmented reality. Snapchat is one of the pioneers in augmented reality. It's like overlaying computing onto the real world…[W]e believe that augmented reality delivers a tremendous amount of value. Our community actually proves that out. So we have over 250 million people that use augmented reality experiences every single day…[I]t's a developed and mature market in the space of Snapchat.

Kenny Mitchell (04:55)

Snap Inc. at CES 2023

Snap Inc., parent company of Snapchat, had meeting space with several hospitality suites at ARIA.

Kenny Mitchell, Chief Marketing Officer, Snap Inc.

Kenny Mitchell joined Snap Inc. with a reputation for building iconic brands and driving industry-leading performance through innovative, fully- integrated and award-winning marketing programs. He guides the brand and business marketing efforts for Snap with a focus on driving growth of the global Snapchat community.
Prior to joining Snap, Mitchell held leadership positions with globally-recognized brands that include McDonald’s, Gatorade, NASCAR and the NBC Sports Group. Over a two-decade marketing career, his creativity and business acumen have been featured in major news and industry outlets including Fast Company, Forbes, AdWeek and Business Insider.
Mitchell holds a B.A. from Dartmouth College and an MBA from Dartmouth’s Tuck School of Business. He was inducted into Dartmouth’s Sports Hall of Fame as a member of the men’s basketball team.

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