Snapchat is expanding its footprint in Germany this weekend with eight custom lenses for the top football clubs competing in Germany’s football league, the Bundesliga.
The eight teams — Hamburger SV, Borussia Mönchengladbach, SV Werder Bremen, Hertha BSC, FC Schalke 04, Bayer 04 Leverkusen, Borussia Dortmund and Bayern Munich — each have their own lens, which features the team’s badge and lets fans paint their faces in the team’s colors.
The lenses act as animated overlays and will be available to all Snapchat users in Germany this weekend. Afterward, they will be geotagged to each team stadium for the rest of the season, which finishes at the end of May. The season started at the beginning of August 2016, with 18 teams.
This weekend, most of the eight teams will also their own static overlay geofilters, so at games and nearby, fans can overlay team badges and logos to their snaps.
There are 53 million daily active Snapchat users in Europe (158 million globally), according to Snap, but it doesn’t separate figures for Germany. Over a third of global active users play with lenses each day, said a company rep.
In January, Snap created similar lenses for 10 football clubs in the Champions League, including teams from the U.K., Spain, Italy, and Borussia Dortmund and Bayern Munich from Germany. AS Monaco got its own lens this week for qualifying for the Champions League semifinal.
The lenses for Germany’s Bundesliga arrive just two weeks after Snap announced the launch of Snapchat Discover with German media outlets including Bild, Spiegel Online, Sky Sports and Vice.
More in Marketing
Future of Marketing Briefing: Memes used to be a joke. Now they’re a strategy
This Future of Marketing Briefing covers the latest in marketing for Digiday+ members and is distributed over email every Friday at 10 a.m. ET. More from the series → Last month, a U.S. Special Forces soldier was indicted for insider trading — not on stocks, but on a prediction market. He had detailed knowledge of […]
Digiday+ Research: Marketers’ AI use rises, but tech skills stall
Marketers’ adoption of AI technology has risen significantly in recent years, but training employees on using these tools lags behind overall adoption.
Possible expands to Lisbon in 2027, keeping its focus on marketing, tech, culture and creativity
Digiday caught up with Carolina Cespedes of GoGo Squeez, Remy Stiles of agency Kepler and Oz Etzioni of Clinch, as well as Possible’s co-founder and owner.