Snapchat taps Germany’s Bundesliga fans with football lenses
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
Why the New York Times is forging connections with gamers as it diversifies its audience
The New York Times is not becoming a gaming company. But as it continues to diversify its editorial offerings for the digital era, the Times has embraced puzzle gamers as one of its core captive audiences, and it is taking ample advantage of its advantageous positioning in the space in 2024.
Why B2B marketers are advertising more like consumer brands to break through a crowded marketplace
Today’s marketing landscape is more fragmented than ever. Like consumer brands, business brands are looking to stand out in a crowded and competitive marketplace, making marketing tactics like streaming ads, influencers and humorous spots more appealing.
As draft puts WNBA in spotlight, the NBA is speeding up ballplayers’ transition to creators
The NBA’s star athletes are its greatest marketing asset.