Snapchat has recently announced a series of new features and partnerships to celebrate the 2024 Olympics. These include AR Lenses, official highlights, filters, and more. The platform is making a concerted effort to enhance fan engagement with the Games, aiming to attract a larger audience and drive more interaction during the event.
Snapchat has introduced a variety of AR Lenses for the 2024 Olympics, some of which have been developed in collaboration with the International Olympic Commission (IOC). These Lenses are designed to capture the essence and spirit of the Games and offer unique experiences to users. The integration of AR technology, powered by Snap’s AR Camera Kit, allows fans to immerse themselves in Olympic content and feel connected to the event, whether they are at home or anywhere in the world. By partnering with the IOC, Snapchat is not only enhancing its own platform but also extending the reach of Olympic content to a wider audience.
In addition to AR Lenses, the IOC has incorporated scannable AR elements into official posters and promotional materials for the Games. These elements trigger a Snap Lens when scanned using the Snapchat app, providing users with interactive and engaging experiences. Furthermore, Snapchat has collaborated with NBCUniversal to introduce Team USA athlete Bitmojis into an Opening Ceremony in-app experience. Bitmojis have become increasingly popular as digital representations, and their inclusion in Olympic content could serve as a bridge to the growing metaverse trend. By leveraging Bitmoji characters, Snapchat aims to foster deeper engagement with the Games and enhance the overall user experience.
IRL Activation and Partnerships
Snapchat has taken its Olympic celebration to the next level by setting up an in-real-life (IRL) activation at the Games in partnership with Coca-Cola. The collaboration has led to the creation of the first AR vending machine, located in the athletes’ village and Coca-Cola’s international Food Fest. This innovative vending machine features a custom Snapchat AR mirror and offers users photo opportunities, games, prizes, and Coca-Cola products. While the exact details of this activation are still unclear, it presents an exciting opportunity for athletes and fans alike to engage with Snapchat in a unique and interactive way. Additionally, if athletes share photos from the Village using Snapchat’s tools, it could further boost the promotional value of the app and attract a broader audience.
Highlights, Content Partnerships, and Themed Stickers
Snapchat has secured partnerships with NBCUniversal and WBD to deliver a wide range of highlights and official Games content to its users. Through these collaborations, Snapchat aims to provide comprehensive coverage of the Olympics and offer users a diverse selection of content to explore. Furthermore, the platform has introduced themed stickers to complement its Olympic offerings, catering to the interests of sports fans and enthusiasts. Given the substantial number of Snapchat users who are also fans of the Games, Snapchat’s strategic approach to enhancing its Olympic-related features and content reflects the platform’s commitment to engaging its audience and attracting new users.
Snapchat’s efforts to celebrate the 2024 Olympics through a combination of AR experiences, partnerships, and interactive content demonstrate its dedication to creating an engaging and immersive experience for its users. By leveraging innovative technologies and strategic collaborations, Snapchat has positioned itself as a key player in delivering Olympic content and facilitating fan engagement with the Games. As the Olympics approach, it will be interesting to see how Snapchat’s new features and initiatives unfold and how they contribute to the overall success of the event.
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