Why Snapchat is winning big at the Olympics

The platform is moving beyond traditional broadcasting, offering a more interactive and immersive Olympic experience.

By combining strategic partnerships with advanced technology, Snapchat is creating new ways for fans to connect with the Olympic action. Central to this approach is the platform's use of augmented reality (AR), which enhances the viewing experience by merging digital elements with the real world.

Snapchat’s Olympic content strategy

Snapchat has formed key alliances with major media companies to deliver exclusive Olympic content.

Snapchat's two-year, multi-regional agreement with Warner Bros. Discovery (WBD) will provide comprehensive coverage of the Paris 2024 Olympic Games. A highlight of this collaboration is 'Beyond the Olympics,' a new weekly program designed for users in the UK and France.

This show will offer localized content, including highlights and behind-the-scenes footage, giving viewers a more personal connection to the Games.

The partnership extends beyond the Olympics, with TNT Sports launching on Snapchat to provide highlights from UEFA club competitions, broadening the platform's sports offerings.

NBCUniversal has also expanded its partnership with Snapchat for the Paris 2024 Olympic and Paralympic Games. This collaboration ensures that Snapchat's 422 million daily active users will have access to a wide range of Olympic content.

A key aspect of this partnership is its focus on creating content that appeals to younger audiences. NBCUniversal is working with popular figures like gymnast Livvy Dunne and professional streamer Kai Cenat to offer a fresh perspective on the Olympics and Team USA.

 Snapchat users will have access to diverse Olympic content:

1. Official highlights and daily wrap-up shows

2. Behind-the-scenes content

3. Olympics Spotlight: Profiles of top athletes and teams

4. POV Olympians: Curated user-generated content featuring athletes

5. Olympics Throwbacks: Highlights of top moments from Olympics history

Additionally, Snapchat will feature custom Olympic stories posted daily, along with content from Snap Stars at the Olympic venues in Paris. This approach aims to give users a more personal and comprehensive Olympic experience.

Innovative AR experiences for Olympic fans

Snapchat is enhancing the Olympic experience through advanced augmented reality (AR) technology. The platform has introduced several new features for the Paris 2024 Olympic and Paralympic Games, aiming to increase fan engagement and bring the excitement of the Games to users worldwide.

Collaborating with the International Olympic Committee (IOC), Snapchat has created a series of AR Lenses that capture the essence of the Games. These experiences, powered by Snap's AR Camera Kit technology, are available through both the official Paris 2024 Olympic Games app and Snapchat.

The AR Lenses incorporate Olympic data feeds and IOC archival imagery, helping fans feel connected to the Games regardless of their location.

One notable AR experience commemorates the 100-year anniversary of the last Paris Olympics. Fans in Paris can see the city transform into its 1924 version, while global users can transport themselves to the 1924 Yves-du-Manoir stadium. This use of AR technology offers users a unique historical perspective on the Games, bridging past and present.

Interactive posters and AR vending machines

The IOC has incorporated scannable AR elements into official posters and promotions for the Games. When scanned using the Snapchat app, these posters trigger a Snap Lens, bringing the static images to life. This feature is available globally through the official Paris 2024 app and the IOC's Snapchat profile.

In partnership with Coca-Cola, Snapchat has introduced an AR vending machine for this year's games. Located in the athletes' village and Coca-Cola's international Food Fest, this installation combines a traditional vending machine with AR technology. It offers photo opportunities, interactive games, and prizes, all powered by a custom Snapchat AR mirror.

This project represents a new approach to consumer engagement, blending physical products with digital interfaces. While making its debut at the Paris 2024 Olympics, there are plans for a global rollout at Coca-Cola events in 2025.

Engaging with youth demographic

Snapchat has become a popular platform for sports enthusiasts, with 70% of Snapchatters using the app while watching sports. This high level of engagement presents an opportunity for marketers to connect with fans during live sporting events.

The platform has leveraged its Bitmoji feature to enhance user engagement with Olympic content:

1. Team Tracker Lens: Uses AR technology to bring fans closer to the U.S. Women's National Team (USWNT), offering 3D Bitmoji avatars of the roster, along with real-time stats, news, and highlights.

2. Live Garment Transfer: Allows users to virtually try on the official 2023 USWNT Jersey.

3. Official football kits: In partnership with Adidas, users can dress their Bitmoji avatars in select, official football kits.

4. Team USA athlete Bitmojis: Introduces Bitmoji versions of Team USA athletes, including Paralympians like track and field star Ezra Frech.

Real-time stats and personalization

Snapchat's partnership with NBCUniversal has resulted in AR experiences that bring real-time stats and personalized content to users. Arcadia, Snapchat's AR Studio, has created features that immerse Gen Z fans in the United States in the Olympic spirit, including: 

1. Front-row depictions of the Opening Ceremony

2. Personalized tune-in recommendations with real-time stats

3. Introductions to Team USA athletes and their Bitmoji versions

Content creators and Paris Creator Collective

To further engage young audiences, Snapchat and NBCUniversal are bringing creators to the Olympic Games through the Paris Creator Collective. This initiative aims to capture and share unique experiences from the Games. The collective includes:

• LSU gymnast Livvy Dunne

• Reality star Harry Jowsey

• Professional streamer Kai Cenat

• Musical artist Enisa

• Professional gamer Duke Dennis

These creators will cover various events, including the opening ceremony, Team USA Basketball, Gymnastics, Track & Field, Swimming, and Equestrian. This approach allows Snapchat to tap into the creators' existing fanbases and introduce Olympic content to new audiences.

In gold medal position

Snapchat is changing the landscape of Olympic viewership, offering a fresh approach to engage younger audiences. Through partnerships with major media companies and advanced AR technology, Snapchat is providing an immersive and interactive Olympic experience.

The platform's focus on exclusive content, real-time stats, and personalized recommendations is influencing how fans connect with the Games, making it more accessible and engaging for the digital-native generation.

As we look ahead to Paris 2024 and beyond, Snapchat's approach offers insight into the future of sports media consumption, where interactivity and personalization play central roles.