Snapchat has unveiled a host of innovative features in honor of the 2024 Olympics, such as augmented reality (AR) Lenses, official highlights, filters, and more. This time around, Snap is placing a special focus on enhancing fan engagement with the Games, which could contribute to increased interaction during the event.
In a bid to capture the essence of the Games, Snapchat has introduced a variety of AR Lenses, some of which were developed in collaboration with the International Olympic Commission (IOC). These Lenses, powered by Snap’s AR Camera Kit technology, are accessible through the official Paris 2024 Olympic Games app and Snapchat itself. With features like Olympic data feeds and IOC archival imagery, these AR experiences are designed to connect fans worldwide to the spirit of the Games.
Snap’s partnership with the IOC goes beyond the Snapchat platform, as the official Olympics app also integrates Snap’s AR offerings. Given that 180 million Snapchatters engage with sports content monthly on the app, this collaboration presents an opportunity for the Olympics to establish stronger connections with younger audiences and deliver more immersive digital experiences. Moreover, the IOC has incorporated scannable AR elements into official Games posters and promotions, activating Snap Lenses when scanned in the app.
Bitmojis and Opening Ceremony Experience
Bitmojis have become a key component of the Games experience, with Snap teaming up with NBCUniversal to showcase Team USA athlete Bitmojis in an Opening Ceremony in-app feature. As the popularity of Bitmojis grows and people become more accustomed to interacting through these digital representations, integrating Bitmoji characters can serve as another avenue to boost engagement with the Olympics.
Snapchat has extended its Olympic presence to a physical activation at the Games, partnering with Coca-Cola to introduce the first AR vending machine. Positioned in the athletes’ village and Coca-Cola’s international Food Fest, this machine utilizes a custom Snapchat AR mirror to provide photo opportunities, games, prizes, and Coca-Cola refreshments. While the specifics of this activation remain unclear, the potential for athletes to share Snap-enhanced photos from the Village could offer valuable promotional exposure for the app.
Snapchat is offering a diverse range of highlights and official Games content through collaborations with NBCUniversal and WBD. Additionally, the platform has introduced a selection of themed stickers to complement its Olympic-themed features. Recognizing the sizable Games fanbase on Snapchat, the platform is prioritizing user interest in the event by enhancing participation opportunities and providing various engaging experiences. This strategic approach aims to boost user engagement and attract more attention to Snap’s Olympic offerings.
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