How Chevrolet, Hublot, Peacock and Samsung are adding Snapchat to their World Cup marketing mix
Snap Inc. dons its kit for the FIFA World Cup Qatar 2022 as several major advertisers in the United States incorporate Snapchat into their marketing plans.
Chevrolet will launch a First Lens campaign on Nov. 25, meaning its Lens is the first camera ad experience a Snapchatter sees in Lens Carousel on any given day, in support of its Silverado truck.
The tournament’s official timekeeper, Hublot, will run video ads on Snapchat throughout the event and offer an augmented reality lens that will allow Snapchatters to try and purchase the Hublot Big Bang e FIFA World Cup Qatar 2022 watch. , with different colored bands for the countries participating in the tournament.
Streaming platform Peacock will launch a First Commercial video takeover campaign, as well as a First Lens campaign, starting November 21.
In selfie mode, its lens will allow Snapchatters to digitally paint their cheeks with the flags of any of the 32 countries participating in the World Cup and, when the user opens their mouth, the audio of the iconic goal call. from announcer Andrés Cantor will be joined by animated text and confetti, continuing as long as the user’s mouth remains open.
And in the world view, a virtual map with World Cup matches will be generated for Snapchatters to place in their surroundings. Real-time match information will be generated through SportsRadar’s Application Programming Interface technology.
Finally, Samsung, one of the main advertising partners of the FIFA World Cup, will run various advertisements on Snapchat throughout the tournament in connection with its overall World Cup campaigns.
The curated content platform Snapchat Discover will feature behind-the-scenes content, goals, highlights, match analysis and player interviews in more than 30 markets.
The content partners who will provide the highlights are:
- Canada: Bell TV
- France: be in sports
- Middle East/North Africa: beIN Sports (covering 14 markets)
- Spain: MediaPro
- UK: TVI
And additional publisher content including talk shows and football reports will come from:
- France: Raw. Foot Mercato, Jellysmack, The Team, RMC Sport, TF1
- Germany: DAZN
- Middle East/North Africa: Augustus, Diwan, MBC, Roya TV
- Netherlands: ESPN, 433
- UK: Copa 90, DAZN, OneFootball, Snack Media, Sportbible
- WE: Media Nug, Overtime Sports, Point Guard Sports, Team Whistle, Wave Sports and Entertainment
Snap’s trial technology has been combined with its new Live Garment Transfer technology for live football kit lenses for Belgium, France, Qatar, Saudi Arabia and the United States, which will be available via the public profiles of the respective national teams on Snapchat. The jerseys move with the users.
During gameplay, match data lenses will dynamically display notable stats and scores for each game in selfie and world modes.
Official lenses are available for the national teams of Belgium, France, Qatar, Saudi Arabia, Spain and the United States, with additional organic lenses for Argentina, Australia, Brazil, Canada, Germany, the Netherlands and Portugal.
Bitmoji can also have fun and wear their favorite team’s outfits.
Adidas national team shirts are available for Argentina, Belgium, Germany, Japan, Mexico, Spain and Wales. Official national team kits are available for France, Qatar, Saudi Arabia and the United States. Additional uniforms will be available for teams such as Australia, Brazil, England, Netherlands and Portugal.
Snaps and Stories can be decorated with official team stickers and filters for France, Qatar, Saudi Arabia, Spain and USA, while organic stickers and filters are available for the team. Argentina, Belgium, Brazil, Canada, England, the Netherlands and Portugal.
Snapchat’s Cameo video meme feature provides Adidas stickers for Argentina, Belgium, Germany, Mexico, Spain, and Wales, as well as stickers from other Snapchat partners team, France, Qatar, Saudi Arabia and the United States.
And there are organic Cameo stickers with the flag and colors of Australia, Brazil, Cameroon, Canada, Costa Rica, Croatia, Denmark, Ecuador, England, Ghana, Morocco, Netherlands, Poland, Portugal, Senegal, Serbia, South Korea, Switzerland. , Tunisia and Uruguay.
From November 22, Snapchatters in France can access a FaceSwap Cameo lens for a photo shoot with the French Football Federation.
Snapchatters in the United States can earn money through two Spotlight challenges on the Snapchat Spotlight user-generated content platform.
Starting November 18, users can show why they should be the #TrickShotChamp for a chance to win a share of $10,000.
And starting Nov. 21, Snapchatters can compete for a $7,000 share by showing how they represent #MyTeam.
Snapchat’s Snap Map will feature stories curated by fans during matches, and tapping on specific locations will yield publicly shared Snaps of fan experiences, game highlights, reactions in the stands and parties viewing from around the world. Star Stories will also be featured in the Snap Map story curated by each country.
Snap’s Director of Sports Partnerships, Anmol Malhotra, said in a statement, “We’re excited to cover the biggest global sporting event of the year across Snapchat, with dedicated personalized AR experiences and coverage of comprehensive content that will include localized highlights of every game in over 30 countries. We look forward to giving Snapchatters the ultimate fan experience around the World Cup and seeing the creativity of our community on full display.
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