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Camera Kit

Communication And Marketing Guidelines

Guidelines​

  • In order to discuss your integration publicly, your Camera Kit integration must be submitted for review and fully approved by Snap’s team. Once it has been approved, consider the following guidance.
  • Snap requires that all media promotion for the initial announcement of your integration mention that the AR technology on your platform is possible via Snap’s Camera Kit.
  • If you are a large, prominent company/brand, please reach out to our communications team directly via press@snapchat.com
  • Please note, partners with consumers under the age of 13 will need additional communications and marketing review from the Snap team.

Best Practices (Pre-launch Announcement)​

If you wish to communicate your product integration via a press release or blog post, or share the news with press, we strongly prefer that you adhere to the following launch PR practices:

  • Apps and websites should have original names and branding in all press materials. When naming, branding, discussing, or promoting your integrated app, do not suggest any endorsement, partnership, or affiliation with Snap Inc. Specifically, your app name, icon, user interface, and associated branding cannot include elements that are similar to or confusingly reference Snapchat or any other Snap-owned product.
    • To minimize the risk of your app being mistaken for a Snap-owned app, do not use the Snapchat Ghost Logo, "Snapchat yellow" as a dominant color, or recreations of Lenses in connection with your app or icon.
    • Read more in the Snap Brand & Asset Guidelines section below on how your application’s name may reference Snap's products in a non-confusing way for release headlines, subheads and subject lines.
  • Announcement does not attempt to bundle with a recent Snap-led announcement of a similar integration/partnership with another developer/platform/business/brand.
  • Sharing Snap Inc. stats - The announcement and corresponding materials do not include stats from other Snap partnerships or integrations shared publicly in press that are not pre-approved by a member of the Snap communications team.
  • If you’re making a formal announcement to press, make sure to include all relevant details: description of the AR experience(s) on your platform, distribution, timing, any differentiating factors, what is your goal with incorporating Camera Kit tech within your application, etc. Please refer to the AR experiences as Lenses or AR Lenses (vs. Filters)
  • Snap’s full brand guidelines for Camera Kit below.

Messaging​

To ensure accurate messaging of Camera Kit’s capabilities and developer offerings, the following messages can be shared externally and help guide your communications:

  • We are excited to announce that we are integrating Camera Kit to bring Snap’s AR capabilities right into our app / website.
  • Camera Kit will enable the integration of augmented reality Lenses into our app or website’s camera.
  • Optional: This integration will also give us an opportunity for our Lenses to reach Snapchat’s millions of global daily active users and highly-engaged audience by distributing the AR content we build for our own proprietaries on Snapchat as well.
  • We’re thrilled that now, the Lenses built in Lens Studio can live in both Snapchat and our app and web properties.
  • We look forward to creating fun / helpful experiences on Snapchat / [partner experience]!

Snap Inc. Standard Product Messaging Approved for Press Materials (not required): If you’re aiming for larger stories on your business and would like to mention Snap, please use the following in any press materials:

  • About Camera Kit [boilerplate]: Camera Kit is a cross-platform SDK that enables developers to leverage Snap’s world class AR platform and technology in their mobile applications and websites to deliver unique and compelling AR experiences to their users.
  • Snap introduced Camera Kit to make it possible for developers, businesses and brands to use the power of Snap’s AR technology to deliver Lenses directly into their apps and websites to foster creativity, and enhance the world around us. Millions of people are already interacting with AR experiences powered by Camera Kit every day.

Best Practices (Post-launch Announcement)​

For any additional follow-up announcements, we ask that you please contact our communications team at press@snapchat.com prior to sharing any usage stats with press.

Snap Brand & Attribution Guidelines​

You may also find Snap’s full brand guidelines here so you'll know exactly how you can-and-cannot reference Snap and Snapchat in any press messaging or display our Brand Assets.

Improper Uses of Snap Inc. Brands in App Name​

App names that rely on reference to Snap-owned brands to be memorable can be confusing. Do NOT create "Snappy" hybrid brands or use a Snap-owned trademark without an informational modifier. Examples of unacceptable use:

  • Snap Music Sync Plus
  • ZzzZa Bitmoji Maker
  • Snapifier
  • Snapchat Screen Grabber by DevMonkey
  • SC Score Jump
  • Dog Lens Moving Lock Screen

We expect developers to adhere to the guidelines here to remain members of the Snap developer platform. Without limiting your obligations in the Snap Developer Terms, you will include Snap branding within the application in the form as required under the Snap Kit Docs or as agreed to in writing between you and Snap. If necessary to include, please only use the official Ghost logo, available for download here.

Press Support​

We appreciate you sticking to the outlined PR Playbook and standard rollout best practices provided. For any urgent, timely questions regarding any press plans, please reach out to our Snap communications team directly at press@snapchat.com

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