Vodafone, the Official Connectivity Partner of The Championships, sought to turn tennis fans into Wimbledon champions through a Snapchat augmented reality (AR) lens led strand of its multi-stage #FeelTheConnection activation programme.
Like the core campaign, the mobile network’s tennis ambassador Emma Raducanu fronts the social app activation which invites tennis lovers to step on to an AR version of Centre Court in a partnership with Snapchat.
The UK teen tennis sensation and US Open champion appears in a video call to a group of people using Snapchat who have all selected the augmented reality lens on the platform. She congratulates the users on ‘winning at Wimbledon 2022’ and showcases how those using the tool can see their own name on Vodafone placards amidst cheering crowds. Simply by turning the camera to themselves, users see a backdrop of Wimbledon’s Centre Court behind them and they are then invited to capture the moment by taking a photo with Vodafone-branded clothing.
The augmented reality Snapchat lens became available at the start of the tournament and will run until the end of the Championships.
“We are delighted to partner with Snapchat to highlight how our connectivity can bring tennis fans right into Wimbledon,” commented Vodafone UK Head Of Social Media and Con tent Jordan Stone. “This activation provides the ultimate way for Snapchatters to experience The Championships this summer and even ‘win’ the tournament. As ‘official connectivity partner’, we are so excited by this innovation and the potential of AR to bring people closer to the action.”
Comment
This campaign is an additional strand of the telco’s umbrella #FeelTheConnection summer long, Wimbledon-led, Raducanu-fronted marketing campaign.
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