Another announcement! Snapchat recently announced a range of new features to help fans engage with the 2022 World Cup, including team-based AR filters and new Try-On features, so that you can see what you’d look like sporting each team’s ‘kit’. There will also be live update overlays to keep you informed on the latest happenings surrounding the event.
Hut Hut… Cup!
The first thing we’re going to take a look at are Snap’s new face-paint-inspired team color Lenses, which provide a simple way to show your favorite team support in the app. Snap says that all of the participating teams will have their own Lenses, allowing all supporters to display their team colors in an interactive and engaging way.
With this, Snap is also launching a new experience called ‘Live Garment Transfer Lenses’ that will enable users to virtually try on each team’s uniform. Live Garment Transfer Lenses make use of the latest clothing simulation technology, providing a more realistic depiction of what each clothing item would look like on you, complete with physics that makes them shift as you move, as well as align with your body. If anything, they should give you a better sense of presence within the experience.
Snap is also launching a Global Match Data Lens, which will be dynamically updated with live match data visualization throughout the course of the tournament.
“The experience includes selfie and world modes for Snapchatters to virtually explore, share, and celebrate notable stats and scores with their friends.”
Snap’s also added new themed clothing options for your Bitmoji characters, as another means to get into the spirit of the tournament. If that wasn’t enough, there are also new stickers and Filters to adorn your Snaps, while Snapchat will also present a range of highlights within Discover programming, helping to keep users engaged with the latest World Cup content.
The Wrap
Sports has become a key area of growth for Snap, with over 200 million Snapchat users engaging with sports content in the app back in 2021. To add, Snap also sees sports as a potential opportunity to boost its appeal and connection with older audiences, which is another key way it can maximize its potential, encompassing both advertiser appeal and general growth.
The World Cup will no doubt be a huge event for people and social platforms around the world, especially in terms of driving engagement. As such, you can expect to see a lot more themed tie-in features announced in the lead-up to the event. Take note, the tournament begins next week, so you better get to hyping yourself up!
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