Properly honoring football’s greatest player ever while attracting the attentions of millions of sports fans and a new generation of social-savvy consumers was no easy task. MBCS LATAM powerfully answered with the creation of a groundbreaking initiative designed to take the home viewing experience to a whole new level. In partnership with Snapchat, the teams developed and launched the history-making branded content Snapchat Lens, mARadona: The Homage of the Century.
A cutting-edge experiential activation celebrating Diego Maradona’s “Goal of the Century”, the Lens allowed Snapchatters to physically simulate and experience the sights and sounds of “El Diez” as he scored his legendary goal at Azteca Stadium in 1986. As at-home viewers attempted to recreate each of the athlete’s five signature gestures, Snapchat’s augmented reality body tracking technology read and recorded participants’ body movements. Players who tried to beat the clock and advance were treated to the original recording of “La mano de Dios” (The Hand of God), performed by Argentine singer, Rodrigo, in tribute to Maradona. Snapchatters who successfully mirrored Maradona were then cheered on by an audio voiceover celebrating their big victory.
The innovative initiative not only captured the hearts of series viewers, but it went one step further and made Snapchat history – as the first Lens in Latin America to ever incorporate body tracking next-generation augmented reality technology, a musical soundtrack, and a recorded voiceover.