Snap Launches AR Lenses and Content Partnerships for Super Bowl LIX

Snapchat has announced some new activations for Super Bowl LIX, including themed Lenses, dedicated creator content, and more.

First off, as has become customary for most major events, Snap has launched new Lenses to help users take part in the broader celebration.

As you can see from these images, Snap will offer a range of digital overlays for NFL fans in the app, including a jersey Lens, virtual football helmets, and more.

Snap’s also partnering with various brands on dedicated Super Bowl promotions, including NERDS, Uber Eats, and more.

All of these Lenses will be housed in a dedicated “Super Bowl AR Bar and Lens Collection”, which will feature all of the themed additions in one place.

In addition to this, Snapchat will also be powering digital overlays at the game itself, in partnership with the NFL.

“The NFL will integrate Snapchat Cam into Caesars Superdome in New Orleans, making it the second Super Bowl host stadium to feature Snapchat’s augmented reality technology. Following its successful debut at Allegiant Stadium in Las Vegas for Super Bowl LVIII, Snapchat Cam will once again enhance fan engagement through immersive AR.  Throughout the game, the NFL will place entertaining Lenses on attending fans including a custom New Orleans Super Bowl themed helmet as well as Eagles and Chiefs helmets to foster a shared sense of excitement throughout the crowd.”

This is also becoming a new trend in sports coverage, with hosts themselves using Snap’s digital overlays to enhance fan engagement. Which also serves as a good promotion for Snap’s AR options.

Snapchat’s also partnering with the NFL for an official “NFL x Snapchat Creator Program”, which will see a range of Snap Stars in attendance at the big game to cover different aspects of the event for Snap’s audience.

“Creators including Katie Austin, Ross Smith, Jack Mancuso, and Treasure Wilson will capture and share their unique perspectives through content posted to Stories and Spotlight, giving Snapchatters a behind-the-scenes look at all the action. They’ll also bring the magic of augmented reality to life by using innovative AR Lenses created in partnership with the NFL, giving fans an exciting new way to experience the game across their channels.”

That’s a big coup for Snap, bringing more exclusive content into the app, and with research showing that 80% of Snapchatters in the U.S. plan to tune in to the game, it makes sense, both for Snap and the NFL, to tap into that audience. 

Finally, Snapchat will also host a range of themed content throughout Super Bowl week, while it’ll also showcase real-time Super Bowl highlights, behind-the-scenes content, and more.

Snapchat’s predominantly young, highly engaged audience has a clear lean towards trending topics, with sports being another key focus for engagement and sharing. As such, it’s a good move for Snap to lean into the Super Bowl, and provide more ways for users to engage with the event.

Snap’s Super Bowl activations are now live in the app.