Snapchat has introduced a variety of new features to commemorate the 2024 Olympics, with a key focus on utilizing Augmented Reality (AR) technology. The platform has collaborated with the International Olympic Commission (IOC) to create a series of AR Lenses that embody the spirit of the Games. These AR experiences, powered by Snap’s AR Camera Kit technology, are accessible through both the official Paris 2024 Olympic Games app and Snapchat itself. By incorporating Olympic data feeds and IOC archival imagery, Snapchat aims to connect fans worldwide to the Games in a unique and engaging way.
In a bid to enhance fan connection with the Olympics, Snapchat has gone the extra mile this time around. The partnership with the IOC extends beyond the confines of the Snapchat app, as the official Olympics app also features links to Snap’s AR experiences. With 180 million Snapchatters engaging with sports content on the platform monthly, this collaboration could serve as a valuable opportunity for the Olympics to establish a deeper connection with younger audiences and offer immersive digital experiences. Additionally, the IOC has integrated scannable AR elements into official posters and promotional materials for the Games, which activate a Snap Lens when scanned within the app.
Bitmojis, personalized digital avatars, are also being leveraged to enhance the Olympic experience on Snapchat. Through a partnership with NBCUniversal, Snap has integrated Team USA athlete Bitmojis into an interactive Opening Ceremony in-app feature. As the use of digital depictions like Bitmojis becomes increasingly common, Snap’s focus on highlighting these characters could serve as a strategic move to foster engagement with the Olympics. Bitmojis may prove to be a key element in bridging the gap between traditional communication and the evolving metaverse landscape.
Snapchat has taken its Olympic celebration a step further by hosting an in-real-life (IRL) activation at the Games in partnership with Coca-Cola. The first AR vending machine, located in the athletes’ village and Coca-Cola’s international Food Fest, offers attendees the opportunity to engage with custom Snapchat AR mirror technology, providing photo opportunities, games, prizes, and, of course, Coca-Cola beverages. Although the specifics of this activation are not explicitly outlined, the potential for athletes to share content using Snap’s tools could serve as a valuable promotional element for the app.
Apart from immersive AR experiences and interactive features, Snapchat has also curated a collection of highlights and official Games content through collaborations with NBCUniversal and WBD. In addition, themed stickers have been introduced to enrich Snapchat’s Olympic offerings. With a significant portion of Snapchat users showing interest in the Olympics, Snap’s strategic decision to enhance its platform with diverse experiences and participatory opportunities indicates a proactive approach to driving engagement and attracting more users to explore the Olympic content available on Snapchat.
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