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IPL 2018: Snapchat partners four IPL teams and announces new creative tools

The new custom lenses transform Snapchat users into a helmeted player with the team anthem playing in the background.

  • Published: April 9, 2018 7:45 PM IST
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Tech companies are leaving no stone unturned in order to catch on the excitement surrounding the start of the new season of Indian Premier League. The telecom service providers have increased data cap around multiple data plans while smartphone makers have announced partnership with IPL teams to promote their brands. Snapchat also wants to join in on the excitement.

Snapchat has announced a partnership with four IPL teams to create a unique fan experience on its social networking platform. Today, it announced that four teams – Mumbai Indians, Royal Challengers Bangalore, Delhi Daredevils and Rajasthan Royals have joined the platform as official stories. It has also announced new creative tools such as custom stickers, filters and lenses to support their favorite teams. The newly introduced lenses transform Snapchat users into a helmeted player with the team anthem playing in the background. Snapchat says these lenses are available automatically in each team’s state or by scanning a Snapcode in Snapchat.

“We love finding new ways to make Snapchat a great place for fans,” said Ben Schwerin, Snapchat’s vice president of partnerships. “We are so excited for Snapchatters to be able to catch behind the scenes action by their favorite players, cheer their teams and share in the IPL 2018 frenzy with their friends and family!”

This is Snapchat’s first major partnership with India’s largest sporting event. For Snapchat, the partnership will serve as a way to give every cricket fan in the nation to celebrate and support their teams in an unique way, both on and off the field. Snaps created by these official team accounts will be featured in the Discover section of Snapchat. The platform will also provide glimpses of the action that it claims “you won’t be able to find elsewhere.”

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Snapchat is a relatively young player in the social media landscape but its popularity among youngsters remains unmatched. Its parent company Snap was co-founded by Bob Murphy and Evan Spiegel and has four products including Snapchat, Spectacles, Bitmoji and Zenly. Snapchat claims to have 187 million daily users and it remains the main product for the company. The partnership with IPL teams can be seen as a way to drive reach of the platform among Indian social media users where the penetration of Instagram remains stronger than rival platform.

  • Published Date: April 9, 2018 7:45 PM IST