Meta Takes Fans into a New Dimension for the 2023 Rugby World Cup

A New Dimension for Your Passion

The next Rugby World Cup will take place in France in 2023. Meta, as Official Supplier of the global event, has produced a campaign to rally supporters a year before the start of the tournament. The effort was developed in collaboration with agency partners BETC, Havas Play, Havas Events and Unit9, all working alongside Meta Creative X, the integrated global agency that drives the creative vision for all Meta brands. 

The tension lies more in the fact that people don’t really see the role for technology in their love for rugby. They love the excitement of the games, the atmosphere in the stadiums, the fun they have with other fans, but they don’t see the role or benefit technology could have in that. So, Meta wanted to show how technology can expand their passion for the sport. Fans care about the game, the team, the outfits … But what can technology add to that? 

The Rugby World Cup, an Open Window to the Metaverse

It's the opportunity for Meta to bring the passion of every rugby fan into a new dimension thanks to augmented reality, virtual reality and Meta’s family of apps (Facebook, Instagram, WhatsApp).  

Meta has developed a series of immersive experiences such as a fan Avatar Creator, a VR and exclusive experience along with six special AR filters available on Meta’s platforms, to help supporters all around the world get into the spirit of the competition. 

BETC Paris created a digital campaign to amplify the effort and translate the promise of the brand's involvement in its partnership.  

Olivier Apers, creative director at BETC Paris, says, "It has been a pleasure working with the teams at Meta on these augmented experiences. While the metaverse isn’t here yet, we’re excited by its potential to bring excitement for the fans around the Rugby World Cup 2023." 

As Official Social Media Services Supplier, Meta will support the tournament’s mission of making Rugby World Cup France 2023 a moment of sharing and celebration across all regions in France and around the world. Meta will become the place where rugby fans from around the world will come together to follow their favourite team and players, get information from the organisers and share their passion for rugby, before, during and after the competition. 

This is only the beginning of immersive experiences created by Meta around the Rugby World Cup, stay tuned for more activations in 2023.