It has all kicked off in New Zealand – and in a good way. The women’s world cup is well underway. World Cups, at their best, are a celebration and sharing of different cultures, bringing people together from all over the world. Snapchat is getting in on the party, with a host of new features to celebrate the tournament.
The additions primarily includes a new AR experience highlighting the U.S. Women’s National Team (USWNT) and new AR lenses. In real time, 3D bitmoji avatars of the team will update with stats, news and highlights. There are kit lenses, quizzes, stickers, and much much more all included in the update. And while the USWNT takes centre stage, wherever you are and whoever you support, there are world cup specific features celebrating every nation involved.
Emma Wakely of Snapchat said:
“As we continue our commitment to championing women’s sports, Snapchat is honoured to be a part of the 2023 World Cup, bringing fans closer to their favourite National Teams and players as they go head-to-head on the world’s biggest stage. Through immersive content coverage, creator collaborations, and new, innovative AR experiences, Snapchatters will have an unparalleled opportunity to express their football fandom like never before.”
It’s not the first time we have seen apps use a world cup to add extra features to their service. The Dating app, Latiner added a feature at the Men’s World Cup in Qatar early this year. It’s an app for single latino men and women, and added a world cup feature that displayed up to five of your favourite teams on your profile. World Cups are some of the biggest parties the world throws – so it makes sense they are an opportunity to make friends and even perhaps find love.
Tie-in special events are a fascinating way that social discovery and even dating apps can keep their offerings fresh, innovative and promote their brand ethics and values.