Snapchat has recently announced a series of new features in preparation for the 2024 Olympics. These new elements include AR Lenses, official highlights, filters, and more. The goal behind these additions is to enhance the overall fan experience and drive engagement during the event. The introduction of AR Lenses, especially those created in collaboration with the International Olympic Commission (IOC), aims to capture the essence and spirit of the Games. By incorporating Olympic data feeds, IOC archival imagery, and more, Snapchat is ensuring that fans around the world feel connected to the event.
Connecting with Younger Audiences
Snapchat’s partnership with the IOC goes beyond just the app itself, as the official Olympics app will also feature links to Snapchat’s AR experiences. This strategic move is crucial, especially considering that 180 million Snapchatters engage with sports content on the platform each month. By providing immersive digital experiences, Snapchat is not only enhancing the overall fan experience but also appealing to younger audiences who are increasingly looking for interactive and engaging content.
Embracing AR Technology
The IOC has incorporated scannable AR elements within official posters and promos for the Games, triggering a Snap Lens when scanned in the app. Additionally, Snap has partnered with NBCUniversal to include Team USA athlete Bitmojis in an Opening Ceremony in-app experience. This integration of AR technology and Bitmojis represents a shift towards more interactive and personalized digital experiences, catering to the evolving preferences of users in the metaverse.
In a bid to further enhance the Olympic experience, Snapchat has launched an IRL activation at the Games in collaboration with Coca-Cola. The first AR vending machine, located in the athletes’ village and Coca-Cola’s international Food Fest, offers photo ops, games, prizes, and refreshments. This innovative partnership not only provides a unique experience for attendees but also serves as a promotional opportunity for Snapchat, especially if athletes utilize the app’s tools to share their experiences from the Village.
Snapchat has also partnered with NBCUniversal and WBD to host a range of highlights and official Games content, in addition to introducing themed stickers to enhance its Olympic offerings. The platform’s focus on providing engaging experiences and participatory opportunities underscores its commitment to driving user engagement. With a significant portion of Snapchat users expressing interest in the Olympics, these new features are likely to attract more users and increase overall activity on the app during the event.
Snapchat’s innovative approach to enhancing the Olympic experience through AR technology, brand partnerships, and interactive elements is a testament to its commitment to evolving with the changing landscape of digital content consumption. By offering unique and engaging experiences, Snapchat is not only driving user engagement but also setting a new standard for how fans interact with major global events like the Olympics.
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