Channel 4 has partnered with social media network Snapchat to help provide a series of immersive new ways for fans to enjoy the upcoming 2024 Paralympic Games.
The partnership will see a new dedicated augmented reality (AR) filter launched on the broadcaster’s Snapchat profile, in a bid to allow fans to fully immerse themselves in the event.
The specially created lens will allow fans to interact with 3D Paralympics imagery, venues and sporting equipment overlaid on to the real world around them, helping them take part in various events virtually such as archery and athletics.
“Channel 4 has a rich history of firsts, from digital TV and on-demand to streaming,” 4Studio managing director, Matt Risley said.
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“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 than ever before.”
This latest activation will also provide an innovative new opportunity for Channel 4’s advertising partners, giving them access to the app’s Gen Z core audience of 18 to 25-year olds.
Snapchat head of UK partnerships, Lucy Luke 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!”
