In preparation for Super Bowl LVII, Snapchat is using augmented reality (AR) technology to expand its preexisting partnership with the NFL, luring fans to prove their football dedication with a cash prize of $10,000.
From now until Sunday, Snapchatters will also experience a mix of new augmented reality lenses, creative tools, and content, including exclusive pre-game footage, a Bitmoji fashion drop in partnership with jacket-icon Jeff Hamilton, and more.
The first lens offering features a 3D rendering of the State Farm Stadium that gives users an alternative way to engage with the big game. Snapchatters can place the stadium on any surface while receiving live game data like scores, the game clock, and play-by-play stats.
Fans can also try on official Kansas City Chiefs and Philadelphia Eagles jerseys in AR using Snap's new Live Jersey lenses. The company says its new Live Garment Transfer technology enables the jerseys to move with users' bodies, providing them with a somewhat realistic try-on experience.
In addition, the Bobblehead Lens invites fans to pick their favorite NFL team and jersey number to create a customized NFL bobblehead in AR.
More importantly, Snapchat is inviting fans to use these lenses to submit Snaps to “Spotlight Challenges” for a chance to prove their super-fandom and win cash. Via #NFLSuperFan, one user will win up to $10,000, whereas #SuperBowlSnacks asks users to document the making of their favorite Super Bowl dish to win a share of $5,000.
Snap is also releasing a limited-edition Super Bowl LVII bomber jacket designed by Jeff Hamilton that fans can buy to dress their Bitmojis. A physical version of the jacket is available on NFLShop.com.
Lastly, Snap will be airing special episodes of NFL Extra Point and NFL Audible on Stories pages across the platform. The NFL Highlights channel will also feature vertical videos before, during and after Sunday's game for fans who wish to check out pre-game warm-ups, major plays, and the trophy presentation.
According to Snap, users in North America engaged with AR over 2.1 billion times during last year's Super Bowl, with over 18 million watching related content on the platform