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News & Culture

The Edible AR Halloween Snapchat Cake

If there’s one thing we love at Haygarth, it’s cake. We also love playing with fun emerging technology. So this Halloween we decided to combine both passion points in a spooky bake-off of our own with a unique digital twist - the world’s first Edible Augmented Reality Snapchat Lens Cake Topper!

Haygarth’s Creative Technology team used Snapchat Lens Studio to create our own custom Augmented Reality filter to add an additional digital layer of fun interaction to a beautifully hand-crafted Halloween cake made by our friends at Stars and Sprinkles




Scanning the unique Snapcode with the Snapchat app allowed the gathering hungry hoard to unlock our special Lens which, when pointed at the cake, would reveal a growling and snarling demonic pumpkin guarding the baked delights.

Snapchat recently updated their Lens Studio tools to support Image Marker tracking. That means that we can pin virtual Augmented Reality objects to a physical marker, rather than just have them floating in space.

Image Marker tracking opens up lots of opportunity for bringing to life print media, posters, product packaging and other static media through the magic of easily accessible Snapchat Lenses.

We were excited to give this a test and see how far we can push the technology. So for our Lens, we created a specially calibrated marker design which was printed onto icing sheets. Much to our delight, this tracked perfectly and allowed us to anchor our animated 3D pumpkin character to the top of the cake while keeping it all entirely edible.

What’s more, we discovered through extensive user-testing (which involved eating lots and lots of cake) that even after half the cake was gone, the Lens could still track to the remaining portion of the icing marker.

If you would like to talk about creating custom Edible Augmented Reality treats or any other kinds of Augmented / Virtual / Mixed Reality projects for your brands then be sure to get in touch and come visit us for a slice of cake.

And in case you were wondering, the cake was a chocolate orange extravaganza decorated in a mountain of sprinkles and handmade chocolate decorations. And, yes, it was delicious.

Written by Miles Green
Head of Creative Tech