Mobile network Three will give Snapchatters a fun, new way to enjoy the World Cup this week with the launch of the first sponsored Snappable AR Lens.
Today Friday 15th June, a pitch-invading Puggerfly, made famous in Three’s recent Go Snap advertising campaign, will appear in Snappables. Featuring in the Snapchat camera, it will enable Snapchatters across the UK to play a Puggerfly football face-off game.
Three is the first brand to use the new format, having achieved huge success already with several AR innovations in the Snapchat campaign that started in April.
With your face as the football rolling down the pitch, all you need to do is tilt your head left and right to dodge the Puggerflies as they move and rainbow wee across the pitch. A counter at the top of the screen keeps score and also the number of seconds you avoid the Puggerflies’ grasp. If you hit a Puggerfly you get a yellow card, and if you do it again the red card comes up along with your final score. Snapchatters can then invite their friends to beat their score and extend the experience.
Snappables are a new form of interactive Lens that use AR for sharing experiences and playing augmented reality games with friends. Snappables can be controlled using touch, motion, and facial expressions.
Three’s Go Binge with Snapchat campaign that featured the loveable Puggerfly, has already created several firsts. Puggerfly became the first AR pet to feature on Snapchat – running in different Lenses during a seven day period. It was also the first Lens to ‘go to sleep’ and the first Snapchat gamified lens with a real-world reward. Three was also the first UK brand to personalise the Lenses.
Kat Ward-Smith, director of brand and communications at Three, said: “Since the start of our partnership with Snapchat we have focused on creating innovation and true integration across our campaign, end to end.
“We are proud to have created another first with Snap and the new Snappable Puggerfly game where customers will be able to use all the fun features of Snappables while avoiding getting sent off by Puggerfly!”
David Norris, Snapchat’s creative lead in the UK said, “We know how important big cultural moments are on Snapchat, and it is so exciting to bring Puggerfly back to the camera during the first weekend of the World Cup. We’ve already enabled Snapchatters to play with their Puggerfly as it learnt to walk, dance and fly; so what a great way to continue the story by creating the pitch invading Puggerfly to launch the UK’s first Snappable.”
Today there are over 12 million daily Snapchatters in the UK, with Snapchat now reaching over 25% of all smartphone users in the United Kingdom.
Snapchatters who use Lenses spend on average 3 minutes a day playing with AR, sharing over 250 million Snaps with AR every day. Snapchat has likely become the world’s most-used camera and largest platform for AR – over 1 trillion photos were taken using the Snapchat camera in 2017, or over 3 billion Snaps every day, which is more than on all other devices combined.
