The ‘So, about that Snap’ initiative features real stories from supporters sharing their emotions during international tournaments

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Snapchat is launching a new campaign focusing on the reactions of fans during major sporting moments and the conversations they drive.

The ‘So, about that Snap,’ campaign centres on “real people and real stories” in a series of 30-second films that bring to life what it means to be a fan during international tournaments.

Fans talk about how they use Snapchat to share these emotions during the highs and lows of every game.

The creative captures celebrations, match-day rituals, and live reactions. 

One film shows two Scottish expats reflecting on watching the qualifier match in a New York City bar surrounded by fellow Scots. Another captures a group of England fans reminiscing on a powercut that nearly ruined a crucial goal-scoring moment against France, and how they took to Snapchat to share their disbelief. 

Launched in the UK, US and Norway, the campaign will run across VOD, Meta, YouTube and Snapchat.

The creative was led by Weirdo, with Everett Ravens directing. Production was handled by Daydream Studios. 

Snapchat is also running an OOH campaign in the UK. From 15–29 June, Snapchat is transforming The Shoreditch Stack into a real-time celebration of fan reactions, with creative that features Snaps from different Snapchatters reacting to the highs and lows of matches, transforming fan content into large-scale billboard executions. 

Snapchat is also taking over Black Bear Burger Shoreditch and Camden’s Box Park from 17-22 June, for supporters to come together to watch matches, celebrate and share their experiences on the platform.

The spaces are being transformed through Snapchat branded signage and will feature Snapchat’s AR Mirrors. 

Additionally, to mark England’s opening World Cup match tomorrow (17 June), 100 free burgers will be available for fans at Black Bear Burger locations including Victoria (Market Halls Victoria), Oxford Street (Market Halls Oxford Circus), Canary Wharf (Cargo Market Hall), Shoreditch (Boxpark), Paddington (Market Halls), Camden, Westfield, Exmouth Market and Brixton.

Harley Ilott, head of global brand marketing at Snapchat said: “Live sports creates some of the most emotional and memorable moments,and Snapchat is where so many of those reactions are created and shared between loved ones. Sport is, at its heart, about the fans, and we wanted our newest campaign to do the same. We’re proud to celebrate the authentic moments that make football fandom special, bringing genuine reactions from the chat  into the real world throughout the tournament.”

“We skipped the pitch-side polish to make fans the main characters. Snapchat is a two-player experience – it’s built for conversation, not broadcast. Our strategy was to use a real-time engine to source raw stories directly from our community from chat to billboard. You can’t fake the energy of a group chat, so we’re delivering events like the World Cup exactly as they’re lived: unfiltered and in the moment,” adds Aarohi Dhir, head of global brand strategy.