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Creative in association withGear Seven
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Budweiser and Snapchat Launch World’s First Sound-Activated Snapchat Lens

18/06/2018
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Exclusive AR Lens will feature a unique trigger that lets all 18+ Snapchatters light up their screens
Budweiser – the official beer of the 2018 FIFA World CupTM – has partnered with Snapchat to unveil the world’s first sponsored sound-activated Lens.

The technology, launched to the public on the day of England’s first match against Tunisia (18th June), will respond to the euphoria and celebrations of football fans during tournament games in real-time, using a limited-edition augmented reality (AR) Lens*.

The never before seen offering is one in a series of unmissable experiences from the iconic beer brand in partnership with Snapchat, which puts fans right at the heart of FIFA World CupTM action. The exclusive AR Lens will feature a unique trigger that lets all 18+ Snapchatters light up their screens.

Snapchatters will get another chance to use this first of its kind AR Lens on Sunday 24th June, when Snap Ads will prompt Snapchatters to swipe up and access the Lens during England’s second match against Panama.

Budweiser’s sound-activated Lens is not the only industry-leading technology from the brand this FIFA World CupTM. As part of Budweiser and Snapchat’s partnership, a Snappable Lens will bring groups of fans closer to the action. Snappables, which enables friends to appear in the same lens in real-time, uses augmented reality to create a shared experience and embrace the moment their name is called to join the team line up before each match. Budweiser Snappables will go live in-line with England’s biggest group game against Belgium on 28th June.

Snappables are a brand new form of interactive Lens that use AR for sharing experiences and playing augmented reality games with friends. The Lens, which will be available to 12 million daily users in the UK, can be controlled using touch, motion, and facial expressions.

Sascha Cordes, Budweiser, Senior Brand Manager, said: “Budweiser is thrilled to partner with Snapchat to bring these ground-breaking Lenses to football fans before anyone else. Budweiser and football have enjoyed a natural affinity over many years and we can’t wait to see people sharing their celebrations and enjoyment of the FIFA World CupTM through new technologies and features. It’s all about bringing people together, capturing fan euphoria like never before, through more immersive experiences like Snapchat’s sound-activated Lens and Snappables.”

Budweiser branded reactive filters will also be available in the Snapchat camera during selected FIFA World CupTM games, so that fans can capture their excitement before kick-off, send Snaps with real time score updates during the game, and then show their joy or heartache after the final whistle.

Alongside creative tools on Snapchat, Budweiser has extended the campaign offline – printing Snapcodes on specially-designed influencer packs that unlock exclusive Snapchat filters. These packs were distributed pre-tournament, while Snapchat also featured at Budweiser’s first Bud Boat Party of the tournament in London. Attendees were able to use a custom Snapbooth to take digital and physical pictures as they cruised down the Thames on opening night.
 
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Agency / Creative