Snapchat and NBCUniversal have launched new augmented reality (AR) experiences for the 2024 Olympic Games in Paris to engage viewers through personalized and interactive content.

The International Olympic Committee (IOC) has introduced a series of Snapchat AR lenses that leverage Olympic data feeds and archival imagery. 

One notable feature allows users to transform their surroundings into 1924 Paris, commemorating the centennial of the last Paris Olympics. 

The IOC has also developed an AR interaction for the official Games poster, accessible via the official Olympic app and the IOC’s Snapchat profile.

“For the millions of those watching [the Olympics] around the world, the IOC-rights-holding broadcasters and Olympic partners are leaning on the power of AR to build a stronger shared experience for our global community,” Snap states.

NBCUniversal has partnered with Snapchat’s AR studio, Arcadia, to create AR experiences targeting Gen Z viewers in the United States. 

These include an immersive view of the Opening Ceremony, personalized tune-in recommendations with real-time statistics, and interactions with Team USA athletes’ Bitmojis, including Paralympians.

Coca-Cola and Brand Collaborations

Coca-Cola collaborates with Snapchat to introduce the world’s first AR vending machine. 

Located in the athletes’ village and Coca-Cola’s international Food Fest, the machine features a custom Snapchat AR mirror offering photo opportunities, games, and prizes alongside beverage options.

In June, NBCUniversal unveiled the “Paris Creator Collective,” a multi-platform social creator program that empowers 27 engaging creators to tell the stories of the Olympics through their eyes with on-the-ground access in Paris.

This group includes gymnast Livvy Dunne, reality TV personality Harry Jowsey, streamer Kai Cenat, musician Enisa, and gamer Duke Dennis. 

They cover various events, including the opening ceremony and multiple sports competitions.

Expanded Content and Partnerships

NBCUniversal expands its content offerings on Snapchat with several new features:

1. Olympics Highlights: Live-updating video moments from NBC Sports broadcasts
2. Olympics Spotlight: Profiles of top athletes and teams using a mix of premium footage, broadcast highlights, and user-generated content
3. POV Olympians: Curated user-generated content featuring athletes before and during the Games
4. Olympics Throwbacks: Historical Olympic moments, including recaps and archival content

Warner Bros. in Europe and Discovery’s beIN SPORTS in the Middle East and North Africa will provide additional Olympic content to Snapchat users in their respective regions.

Snapchat has also introduced a collection of Olympic-themed stickers and filters for users to incorporate into their content.

According to Social Media Today, Snap’s partnership with the IOC is significant, considering that 180 million users watch sports content in the app monthly.