Snap Inc, the social media company more usually known as Snapchat, has partnered with a stable of soccer properties to enable fans to personalise their presence on the platform through several Russia 2018 creative tools.
From tying up with the tournament rights owner FIFA, to the official World Cup sportswear sponsor adidas, as well as rival Nike, plus beer sponsor Budweiser, teams such as England, as well as media outfits including the BBC, Cop90, L’Equipe, BILD, Bleacher Report and Soccer Memes.
The flagship FIFA tie-up enables Snapchat to offer users a range of new branded features for to add to their photos and videos including Russia 2018 augmented reality (AR) lenses featuring the competition’s icons and the official mascot Zabivaka.
From dedicated lenses, interactive AR, 3D Bitmojis and digital stickers, a plethora of customisable, creative Russia 2018 tools are available for users.
For example, fun ways England fan can show their support on Snapchat range from changing a user’s Bitmoji to wear the official England kit (by Nike) and then wear the kit in stickers and in 3D AR experiences to send to friends or post on stories to painting your face in England colours using an official FA England Team Lens, plus adding England and FA stickers as well as filters to Snaps.
Users can also follow the games themselves – from the build up to the action – with Our Stories featuring Snaps from fans all over the world (and BBC coverage).
To change a Bitmoji to a team kit users simply need to download the Bitmoji app from the App Store or Google Play Store, open Bitmoji and create their own personal avatar, then kit out the avatar in the team of your choice, open Snapchat and tap the Profile icon in the top left to go to the Profile screen, add Bitmoji and let Snapchat guide them through the rest of the process.
Snapchatters are also being encouraged to create the ultimate World Cup Snap and Snapchat’s team of editors will choose the 20 best Russia 2018 Snaps taken each day in the daily ‘World Cup Our Story’ on Discover.
Further tolls will become available as the partnership evolve through the tournament.
Commenting on the FIFA deal specifically, Snap Inc partnerships VP Ben Schwerin said: “We cannot wait for Snapchatters around the world to share their excitement for the 2018 FIFA World Cup Russia with their friends using the creative power of the Snap app.”
While FIFA chief commercial officer Philippe Le Floc’h added: “We wanted to give fans something fun and unique for this edition of the FIFA World Cup. In addition to our digital #WeLiveFootball campaigns, we are excited to be working with Snapchat so fans across the world can use these new creative tools to share their experiences of the 2018 FIFA World Cup Russia with friends.”
Comment:
Well, these days an old fashioned scar just doesn’t seem to be enough.
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