The 2023 FIFA Women’s World Cup is on – and celebrations aren’t limited to the physical world. A number of innovative activations on Snapchat ensure that fans everywhere can feel like a part of the action.
Snap’s 2023 FIFA Women’s World Cup Lenses
While AR activations can be fun, they don’t often add much real value for people actually following the sport. Snap’s USWNT (the US Women’s National Team) Team Tracker Lens uses brand new tech and classic Snapchat style to display real-time team and player information. Another lens can be used to preview Stories augmented with content from the U.S. Soccer App.
Curious about other teams to follow? A lens created with FIFA’s “Fancestry” quiz helps fans follow new teams based on a brief personality survey – with a unique digital jersey representing your “Fancestry.”
Whatever team (or teams) you choose to support during 2023 FIFA Women’s World Cup, you can show your colors with the Across the Globe Lens with a different selfie lens for every team.
Or, show your support for women’s sports in general with the TOGETHXR Lens. And, of course, all of the teams have their own stickers and bitmoji fashions to further customize your communications.
“Snapchat is honored to be a part of the 2023 World Cup,” Snap’s Strategic Partnerships Sports Lead Emma Wakely said in a release. “Through immersive content coverage, creator collaborations, and new, innovative AR experiences, Snapchatters will have an unparalleled opportunity to express their football fandom like never before.”
Snapchat’s Playbook
Snap’s strategy for the package is an interesting play. For the most part, the engagements are more stylized than those employed last year for the (Mens) World Cup Snapchat celebrations. However, these interactions are more … interactive. Though, Snap’s Live Garment Transfer Technology does make a comeback for an AR jersey activation similar to the one we saw last year.
Perhaps the most in-depth lens in terms of interactivity is the USWNT Team Lens. This activation is most like a multi-player partnership through which Snap augmented the Superbowl last year – but that app was only for fans physically at the Superbowl. And what is AR for if not for expanding experiences to people who can’t be at one given physical location?
Don’t forget, the Snap team isn’t the only one making lenses. To find all lenses, including those made through partnerships or by independent creators, tap the explore tab on the Snapchat camera screen and search “Women’s World Cup” or “2023 FIFA Women’s World Cup.”
Celebrate the Big Games
This has just been a look at Snapchat’s AR integrations around the 2023 FIFA Women’s World Cup. There are also special Stories, Cameo content, Spotlight Challenges, Snap Map features, and more. So pick your team and go crazy.
