Snapchat is giving users the opportunity to get up close and personal with the Australian Open, sharing daily highlights on Discover.
The ‘AO 2021 Show‘ provides users with daily match highlights as well as exclusive behind-the-scenes footage of the tournament.
In addition to the exclusive programming, Snap has also collaborated with the Australian Open to launch an augmented reality Face Lens, which takes users courtside to Rod Laver Arena. Once activated, users can play games with the lens, including raising their eyebrows to hit tennis balls.
It comes as users increasingly use Snapchat as a ‘second screen’ when watching live sport. According to Snap’s data about how people use Snapchat while watching sport, Australian Snapchat users send Snaps and Chats to their inner circle (38%), watch friends’ Stories (27%), post their own Stories (21%) and check out Discover highlights and shows (16%).
“This is certainly an exciting partnership. We are thrilled to be working with the Australian Open to bring these daily highlights to our Snapchat community on Discover,” said Snap’s General Manager for ANZ, SEA and HK, Kathryn Carter.
“Based on a recent research, there is a strong engagement among Australian Snapchatters when it comes to sports. They’re using Snapchat as a second screen to enhance their sporting experience – viewing and sharing content with friends in a meaningful and engaging way.
“As in-stadium marketing opportunities are limited, it’s important for brands and content creators to understand the opportunity Snapchat can offer to sports advertisers on their second Snapchat screen.”
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