Snapchat has announced a variety of new features to celebrate the 2024 Olympics, including AR lenses, official highlights, filters, and more.

This time, Snapchat is making a concerted effort to enhance fan engagement with the Games, which could lead to increased interaction during the event.

To kick things off, Snapchat has introduced a collection of AR lenses, including several developed in collaboration with the International Olympic Committee (IOC), designed to capture the spirit of the Games.

According to Snapchat:

“A variety of experiences, powered by Snap’s AR Camera Kit technology, are available through the official app of the Paris 2024 Olympic Games as well as on Snapchat. Featuring Olympic data feeds, IOC archival imagery, and more, the IOC has launched a series of AR lenses to connect fans at home and around the world, ensuring everyone feels engaged with the Games.”

This partnership with the IOC extends beyond Snapchat itself, as the official Olympics app also links back to Snap’s AR experiences. This is significant, especially considering that 180 million Snapchat users engage with sports content in the app each month. It presents a valuable opportunity for the Olympics to connect with younger audiences and provide more immersive digital experiences.

Additionally, the IOC has introduced scannable AR elements within official posters and promotional materials for the Games, which activate a Snap Lens when scanned through the app.

Bitmojis are also involved, as Snap has teamed up with NBCUniversal to integrate Team USA athlete Bitmojis into an in-app experience for the Opening Ceremony.

Bitmojis could ultimately serve as a crucial link in the shift toward the metaverse, as more individuals become familiar with engaging through these digital avatars. Therefore, it’s a logical step for Snap to emphasize Bitmoji characters as a way to enhance Olympic engagement.

Additionally, Snapchat is making its presence felt at the Games with a real-world activation, teaming up with Coca-Cola to introduce the first-ever AR vending machine.

“Located in the athletes’ village and at Coca-Cola’s international Food Fest, the machine is powered by a custom Snapchat AR mirror and offers photo opportunities, games, and prizes, along with Coca-Cola’s popular beverages.”

While the exact workings of this machine are still unclear, if athletes share photos from the Village using Snap’s tools, it could serve as an effective promotional element for the app.

Furthermore, Snapchat is showcasing a variety of highlights and official Games content through partnerships with NBCUniversal and WBD, and has also introduced a selection of themed stickers to enhance its Olympic offerings.

As mentioned, many Snapchat users are fans of the Games, and Snap has clearly recognized that interest in the event will be significant within the app. This is one reason behind the introduction of various experiences and participatory opportunities, which could effectively drive engagement and attract more users to the platform.