Snapchat has announced a range of innovative AR experiences
for the 2024 Olympics, in partnership with the International Olympic Committee
(IOC). The social media platform is making a significant effort to facilitate
fan connection with the Games, which could help drive more engagement during
the event. As part of this initiative, Snapchat has added a range of AR Lenses,
including several created in partnership with the IOC, which aim to showcase
the spirit of the Games.
These AR Lenses, powered by Snap's AR Camera Kit technology,
are available through the official app of the Paris 2024 Olympic Games as well
as on Snapchat. Featuring Olympic data feeds, IOC archival imagery, and more,
the IOC has launched a series of AR Lenses to serve fans at home and around the
world, ensuring everyone feels connected to the Games. This partnership extends
beyond Snap itself, with the official Olympics app also linking back to Snap's
AR experiences.
The IOC has also added scannable AR elements within official
posters and promos for the Games, which activate a Snap Lens when scanned in
the app. Moreover, Bitmojis are playing a significant role, with Snap
partnering with NBCUniversal to incorporate Team USA athlete Bitmojis into an
Opening Ceremony in-app experience. This could eventually prove to be a
valuable connector for the metaverse shift, with more and more people growing
accustomed to interacting via these digital depictions.
Snapchat is also hosting an IRL activation at the Games
itself, partnering with Coca-Cola on the first AR vending machine. Found in the
athletes' village and Coca-Cola's international Food Fest, the machine is
powered by a custom Snapchat AR mirror and provides photo ops, games, and
prizes, as well as Coca-Cola's beloved refreshments. If athletes are posting
photos from the Village using Snap's tools, that could also prove to be a
valuable promotional element for the app.
Snapchat is also hosting a range of highlights and official
Games content, via partnerships with NBCUniversal and WBD, while it's also
added a range of themed stickers to add to its Olympic options. As noted, a lot
of Snapchat users are Games fans, and Snap has clearly determined that interest
in the event will be high in the app. This is one reason why it's adding
various experiences and participatory opportunities, which could be a good way
to drive engagement and get more people looking Snap's way.
With the Olympics just around the corner, Snapchat is poised
to be a key platform for fans to engage with the Games. By incorporating
innovative AR experiences, Snapchat is providing users with a unique way to
connect with the Olympics, and potentially driving more engagement on the
platform. As social media marketers, it's essential to stay on top of the
latest trends and innovations, and Snapchat's AR experiences for the Olympics
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