Snapchat celebrates 2023 Women’s World Cup with AR Lenses and creative tools

David Murphy

Snapchat has launched a number of new augmented reality (AR) Lenses for the 2023 Women’s World Cup, including a FIFA Fancestry quiz Lens, plus a new immersive AR experience built just for the US Women’s National Team (USWNT).

Global AR Lenses will be available throughout the tournament for fans to show off their country pride, celebrate and express themselves throughout the tournament. Snapchatters can scroll through the ‘Across the Globe’ Lens to see a unique selfie Lens for every participating country. These Lenses have been created and produced by women Lens Creators at VideOrbit Studio, a women-led Dutch XR design studio specializing in AR.

A new AR Lens incorporates the FIFA Fancestry quiz so Snapchatters can find out what countries they are best suited to support! And the USWNT Jersey try-on Lens enables Snapchatters to see how they look in the official 2023 USWNT kit.  

Snapchat has also released a new Lens, created in partnership with Togethxr, the media and commerce company founded by Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird, which champions equality, diversity, and investment in female athletes and women’s sport. The Togethxr Lens was built by VideOrbit and encourages Snapchatters to show their support and advocacy for women’s sports. The Lens can be accessed on the Togethxr Snap Star profile. 

Finally, the US Women’s National Team (USWNT) ‘Team Tracker’ Lens offers a virtual football field that presents team stats, match updates, facts and highlights that update in real-time throughout the tournament. Snapchatters can access the Lens on the US Soccer Snapchat profile.

Snapchat has also released new creative tools in support of the tournament. In partnership with Adidas, Snapchatters can dress their Bitmoji in select official football kits and additional country kits in the Bitmoji Fan Gear section. Snapchatters tried on last year’s Bitmoji World Cup football kits over 449m times. Users can also decraorate their posts with Women’s World Cup Stickers and Filters.