Bud Light, the NFL’s official beer sponsor, just makes sense American American football. But what about the NHL, where hockey is Canada’s official winter sport by decree?
Enter Labatt Blue, which might as well be Canada’s national beer and has a hockey page on the navigation bar at the top of the website.
To further showcase his love for the game, the beer maker is running a marketing campaign with the NHL to embed a Snapchat AR experience on 12-packs of Labatt Blue.
“Labatt and hockey go hand in hand and we know that our fans are celebrating the return of hockey right now,” Jaime Polisoto, Labatt̵
Scanning the Snapcode on specially marked beverage containers with the Snapchat app for iOS or Android will unlock the Lens. Using Snapchat’s marker-tracking technology, the Lens opens a virtual door on the beer packaging, revealing a digital replica of the home ice cream for that market.
“This truly is a best-in-class example of how forward-thinking brands have adapted to deliver memorable experiences securely and creatively to consumers using AR on Snapchat,” said Matthew Shore, chief creative strategy for Snap Inc. herald the new hockey season with an unprecedented transformation from a Labatt Blue pack to a hockey arena from the comfort of your living room? “
Unfortunately, the experience is limited to Snapchat users 21 and above in four markets: Pittsburgh, Philadelphia, Detroit, and Buffalo. According to Snapchat, tens of thousands of packages will be distributed in those markets, so if you live there or happen to visit, chances are you can try it yourself.
However, freezing the video delivered to Next Reality on the Snapcode allowed us to unlock the Lens and emulate the experience on a photo of a pack of Labatt Blue Light. Further research found that all it takes is the Labatt Blue logo, such as the one prominently featured on the website, as a marker to launch the AR experience. So try it out for yourself!
Additionally, Labatt publishes Blue Selfie and Gamified World Lenses in those same markets, with jerseys from their respective teams – Pittsburgh Penguins, Philadelphia Flyers, Buffalo Sabers, and Detroit Red Wings – featured in the experience.
In a recent blog post, Snapchat revealed that 70% of its users interacted with the app while watching sports. The sports leagues and their brand partners have certainly noticed, as we’ve seen lenses from the NFL, NBA and MLB. And with that kind of embedded audience, we can expect more.