FIFA has teamed up with Snap Inc, the social media company commonly known as Snapchat, to bring new creative tools to fans during the FIFA World Cup. The new branded features will allow Snapchat users to brand their photos and videos with Russia 2018 augmented reality (AR) lenses, which will feature the competition’s icons, including the official mascot Zabivaka.
As the competition progresses to the semi-final and final, snapchat will introduce a dedicated interactive AR lens using 3D Bitmoji.
Philippe Le Floc’h, FIFA’s chief commercial officer, said: “We wanted to give fans something fun and unique for this edition of the FIFA World Cup. In addition to our digital #WeLiveFootball campaigns, we are excited to be working with Snapchat so fans across the world can use these new creative tools to share their experiences of the 2018 FIFA World Cup Russia with friends.”
Commenting on the partnership, Ben Schwerin, vice president of partnerships at Snap Inc said: “We cannot wait for Snapchatters around the world to share their excitement for the 2018 FIFA World Cup Russia with their friends using the creative power of the Snap app,”
The agreement is the latest in a string of partnerships agreed by Snap for the World Cup, following partnerships with adidas, Nike, Budweiser, Copa90 and the BBC.