As the Paris 2024 Paralympics Games gets under way, Channel 4 has teamed up with Snapchat to launch a new AR feature on Channel 4’s Snapchat profile. Using the feature, fans will be able to put themselves into the heart of the action by trying out Paralympics events through AR – including archery and athletics – using Snapchat.
The feature is based on a specially created Snapchat Lens: an AR experience that allows fans to interact with 3D Paralympics imagery, venues and sporting equipment, overlaid on to the real world. In tandem, planned content includes daily highlights plus moments from The Last Leg which will see Adam Hills, Alex Brooker and Josh Widdicombe live in Paris giving their unique take on the day’s events.
Matt Risley, managing director, 4Studio, said: “Our augmented reality experience with Snapchat for the Paralympic Games gives everyone the chance to put themselves in the shoes of a Paralympian, and get them closer to the Paralympic experience.”
Lucy Luke, head of UK Partnerships at Snapchat, added: “It’s been an incredible summer of sport so far on Snapchat, and we are very excited to see this momentum continue with the Paralympic Games. The AR experiences we have built on Snapchat with Channel 4 will be a totally new and unique way for fans to engage with the Games this year – and perhaps it will inspire some new athletes for 2028.”
The enhancement also enables Channel 4 to bring its advertising partners unique new opportunities to reach sports fans, with Snapchat and Channel 4 Sales to share commercial rights on content. The partnership follows recent research from Snapchat revealing over two thirds (65%) of 18-24 year olds’ interest in sports has increased.
In a parallel development, Channel 4 Sales, Bupa and Purple Goat are launching an initiative to encourage the advertising industry to enhance the representation of disabled people long after the action in Paris comes to an end. The Paralympics legacy initiative will feature an inclusive disability digital handbook with best practice tips and links to further learning for brands and marketeers. In addition, the partnership offers a training programme and six in-person workshops for marketeers to encourage brands to continually improve the representation of disabled people within advertising.
Angelique Waker, UK brand & marketing effectiveness director at Bupa, says: “We’re happy to be partnering with Channel 4 and Purple Goat to support this campaign which aims to break down barriers by showcasing greater inclusion and diversity.”
