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Etihad and Snapchat partner for AR Fly-By at Man City's first home game of the season

David Murphy

To celebrate Manchester City’s first home game of this year’s English Premier League (EPL) football season, Etihad Airways – the club’s official shirt and stadium sponsor – took the opportunity to create a unique fan experience and drive engagement using the power of augmented reality (AR).

Etihad Airways worked with Snapchat and its regional Lens Studio Partner, Tactical, to conceptualize and produce the campaign, titled ‘The AR Fly-By’. The campaign featured an Etihad jumbo jet roaring over the Etihad Stadium whilst Manchester City’s iconic blue moon was rising on the horizon. The stunt was activated via a Snapcode promoted at the Etihad Stadium, including displays on the giant megatron screen, and was also distributed by on-site Etihad flight crew.

The entire campaign was conceptualized and produced within a week’s time. Etihad and Snapchat are now looking at how to expand the Lens and run similar activations during key matches coming up later in the season.

“The Lens was a great use of technology to augment our fan’s matchday experience at the Etihad Stadium and we were pleased to hear such positive responses to the activit,y” said Oliver Turkel, regional director MENA at City Football Group. “As a club, we welcome innovation and new technology so it’s great to work with our partner Etihad Airways to push boundaries and try something new.”

Snapchat recently announced Lens 2.1, an update to its free desktop app Lens Studio, making it easier to build Snap Lenses for 2D and 3D experiences.

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