- Paramount Pictures is promoting "Like a Boss" with a virtual makeup try-on inspired by characters in the movie that opened last week. The film studio is working with Perfect, the developer of augmented reality (AR) technology for beauty products, on the campaign, according to a company announcement.
- To try on the virtual makeup, fans must download Perfect's YouCam Makeup app, where they can see the exclusive "Like a Boss" collection. The lineup features the signature looks of characters played by Salma Hayek, Tiffany Haddish and Rose Byrne. YouCam Makeup users can take selfies of the digital makeup and decorate their photos with digital stickers and frames from the movie.
- Paramount and Perfect are offering Instagram users a chance to win free tickets to "Like a Boss." Users of the image-sharing app can follow the @likeabossmov, @youcamapps or @youcamperfect.official accounts to score the free tickets, per the announcement.
Paramount's AR activation on Perfect's YouCam Makeup app ties into the story for "Like a Boss," which depicts two friends who start a beauty company that's taken over by a cosmetics mogul. The AR experience gives moviegoers a more immersive experience with the beauty looks inspired by the film's central characters, helping to extend the exposure to Paramount's campaign. As mobile users post their AR looks on social media apps like Instagram, which is an especially popular platform for fashion and beauty content, Paramount can extend the reach of its film promotions.
The latest campaign follows a similar collaboration between Paramount and Perfect on a mobile promotion. The studio last year released the animated movie "Sherlock Gnomes" with an AR beauty experience in Perfect's YouCam Makeup, YouCam Fun and YouCam Perfect apps. The campaign let mobile users decorate their selfies with makeup inspired by the movie and share them on social media.
Paramount has embraced mobile platforms and AR technology in recent campaigns to reach younger moviegoers who tend to consume more media on smartphones than older generations. Paramount last month was the first company to sponsor Snapchat's AR "trailer reaction lens" with a promotion for "Top Gun: Maverick," the movie sequel starring Tom Cruise. The AR lens let users of the image-messaging app decorate a video selfie with images while filming their emotional response to the movie's action-packed trailer. These AR experiences help studios like Paramount to engage mobile users with immersive branded content.