Snapchat has partnered with the Australian Open (AO) to deliver an engaging experience for tennis fans, leveraging its augmented reality (AR) technology and creator ecosystem. This collaboration is aimed at deepening fan connection with one of Australia’s premier sporting events.
At the heart of Snapchat’s presence is the Snap CamKit Integration within TOPCOURT at Rod Laver Arena. When cameras cut to the crowd, an exclusive tennis themed AR lens will be applied to attendees on the big screens, transforming their experience into an interactive spectacle. Snap’s Camkit has previously been used in stadiums across the country at the National Rugby League (NRL), Specialised Ruby and at the National Basketball League.
The exclusive AO TOPCOURT Snap Lens offers an interactive in-app game where tennis balls virtually fall from the top of a user’s screen, allowing Snapchatters to play and share their scores. This lens will be promoted through signage placed throughout the Australian Open precinct, guiding fans to engage with the unique AR activation.
Ryan Ferguson managing director Australia and New Zealand at Snap Inc said “We’re excited to partner with the Australian Open to bring fans a whole new way to experience the tournament on Snapchat. From our custom AO lens to our stadium-essential Snap CamKit on-site at Melbourne Park, we’re making it easier for fans to play, participate and create in the moments that matter most. When brands invite people into their world through creativity and AR they build real influence, as participating in fun drives deeper engagement. Whether they’re following the action from home or courtside, our AR experiences help fans express themselves, capture the energy of every match and share unforgettable moments with our community of more than 8 million Australians on Snapchat.”
Snapchat is also underlining its commitment to its creator community with an event at the AO on January 24th. Ten creators and talent managers will be invited to a VIP experience at the tournament, where they will be able to capture behind the scenes content and participate in a Snapchat Channel takeover to support the AO in building relationships with Snapchat’s Gen Z following, while enhancing their own followers’ connection to the tournament.
Chris Lewis talent partnerships lead at Snapchat said “We’re providing an exclusive, money-can’t-buy experience for ten of our top creators, where they will be able to capture content on TOPCOURT playing Pickleball or POP tennis, before relaxing in a special creator lounge. The AO is the perfect opportunity to reinforce our dedication to this community and support their efforts in unique storytelling, while building relationships with their audiences.”
