anada’s largest brewer Labatt, has developed an augmented reality experience with the NHL. The brewing company loves the game so much they have a hockey page on the top navigation bar of its website. So to demonstrate its love for the game, Labatt has created a marketing campaign with the NHL which embeds a Snapchat AR experience on 12-packs of the company’s Labatt Blue.

In a recent statement, Labatt Brand Manager, Jaime Polisoto said:

"Labatt and hockey go hand-in-hand and we know our fans right now are celebrating the return of hockey… We are thrilled to partner with Snapchat and four professional teams on this brand-new AR experience, connecting Labatt fans to their favorite beer and their favorite game in an entirely new way."

Shoppers can scan the Snapcode on specially marked beer packaging with the Snapchat app to unlock the Lens. Using Snapchat's marker tracking technology, the packaging transforms with innovative augmented reality, virtual doors appear on the beer packaging and open to reveal a digital twin of the home ice for that market.

augmented reality prodct packaging

Creative Strategy Lead at Snap Inc. Matthew Shore, stated:

"This truly is a best-in-class example of how forward-thinking brands have adapted to safely and creatively bring memorable experiences to consumers using AR on Snapchat… What better way to ring in the new hockey season than with a never-before-seen transformation from a Labatt Blue pack to a hockey arena from the comfort of your living room?"

The Snapchat experience is available in  four markets: Pittsburgh, Philadelphia, Detroit, and Buffalo and according to Snap, tens of thousands of packages will be distributed to those areas. It should be noted that the experience is limited to Snapchat users 21 and over to adhere to alcohol laws. 

To enhance the experience even more, Labatt Blue has developed Selfie and Gamified World Lenses in those same markets, with jerseys from their respective teams featuring Buffalo Sabres, Philadelphia Flyers, Pittsburgh Penguins and Detroit Red Wings

Snapchat recently shared that 70% of its users interacted with the app while watching sports. Sporting organisations and their sponsors have certainly noticed the spike, and taken full advantage of it, with lenses being produced by the NFL, NBA, and MLB. With fans turning to social media to share their sporting experiences, we can expect to see more augmented reality experiences from sporting organisations and sponsors in the future. 

Feb 10, 2021
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