How Chevrolet, Hublot, Peacock and Samsung Are Adding Snapchat to Their World Cup Marketing Mix – Adweek

November 16, 2022

Snap Inc. is donning its kit for FIFA World Cup Qatar 2022 as several major advertisers in the U.S. incorporate Snapchat into their marketing plans.
Chevrolet will kick off a First Lens campaign Nov. 25—meaning that its lens is the first camera ad experience a Snapchatter sees in Lens Carousel on a given day—to back its Silverado truck.
The tournament’s official timekeeper, Hublot, will run video ads on Snapchat throughout the event and offer an augmented reality lens that lets Snapchatters try on and shop the Hublot Big Bang e FIFA World Cup Qatar 2022 watch, with different colored bands for countries participating in the tournament.
Streaming platform Peacock will run a First Commercial video takeover campaign, along with a First Lens campaign, starting Nov. 21.
In selfie mode, its lens will enable Snapchatters to digitally paint their cheeks with the flags of any of the 32 countries participating in the World Cup and, when the user opens their mouth, audio of the iconic goal call by announcer Andrés Cantor will be joined by animated text and confetti, continuing as long as the user’s mouth remains open.
And in world view, a virtual card with World Cup matchups will be generated for Snapchatters to place in their environments. Real-time match information will be generated via application-programming interface technology from SportsRadar.
Finally, Samsung, a primary FIFA World Cup advertising partner, will run a variety of ads on Snapchat throughout the tournament tying back to its overall World Cup campaigns.

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