MEXICO CITY– (BUSINESS WIRE) –Mediabrands Content Studio (MBCS) and Rufus, Mediabrand’s exclusive agency for Amazon, are proud to announce the launch of a groundbreaking new Snapchat lens with branded content. mARadona: the tribute of the century, (Lens) – in honor of Amazon Prime Video’s new series, Maradona: Blessed dream. The state-of-the-art lens, designed to pay homage to Diego Maradona’s “Gate of the Century,” marks the first time Snapchat has adopted next-generation augmented reality technology for body tracking, musical soundtrack and recorded voice-over in Latin America.
The lens, steeped in history, enables Snapchatters to see the sights and sounds of “The ten“When he scored his legendary goal at Azteca Stadium in 1986. As Snapchatters attempt to recreate the athlete’s signature gestures, Snapchat’s augmented reality body tracking technology reads participants’ body movements using “anchors” that identify and confirm that the players have taken the correct leg. Trunk, arm and head positioning. As people try to beat the clock and move forward, the lens plays Argentine singer Rodrigo’s original recording of “The hand of God“ (The hand of God), a song in honor of Maradona.
When a fan reflects all the original steps of Maradona’s “Giro, Pique, Finta, Toque and Barrilete Cósmico”, they’ll earn their own Goal of the Century while a one-of-a-kind audio voiceover cheers them on to victory. Fans can then share recorded versions of their attempts and invite others to interact with the lens.
The Maradona activation is part of a larger comprehensive advertising and media strategy that MBCS and Rufus have developed to promote awareness of the new Amazon Prime Video series. Taking the home viewing experience to a new level, the public can now follow the football star’s historic journey through life in front of the camera and then experience the greatest moment of his career in person.
“Start Maradona blessed dream was one of the most touching campaigns in our region. The creative involvement and innovation of MBCS and the Snap teams has been a remarkable experience in order to continue delivering valuable content to our audiences, “said Patricio González De León and Giannina Trejo on behalf of Amazon Prime Video.
The lens is already available for Snapchatters in Mexico, Chile and Peru and will soon be activated in the rest of Latin America with a strong focus on Argentina. It will then be available in selected markets abroad.
“We are very pleased that the lens has been so well received internationally. Working closely with our media partner Snapchat was crucial for us at MBCS – and enabled us to fully achieve our goal of culture penetration. If we manage to entertain the social audience by giving them the opportunity to be part of mARadona: the tribute of the century and the interaction with Amazon Prime Video content, we have achieved our goal, “added Alita Pereyra, Regional Creative Director Mediabrands Latam, who developed and maintained the campaign.
The innovative activation was conceived as part of a recent joint MBCS / Snapchat hackathon, in which over 100 creative executives from 12 different countries of the MBCS network took part. The Lens is the first of 21 original content concepts to hit the market.
“We are very proud to introduce Snapchatters mARadona: the tribute of the century. This extraordinary work is only possible thanks to our deep relationship with Amazon and our close collaboration with Snapchat. This is the first of many global strategic partnerships we look forward to with our media partners and clients around the world, ”said Jill Gorecki, EVP, Executive Director, Strategic Content Partnerships at MBCS.
To activate the Maradona Lens, the public can access it by clicking here.
ABOUT MEDIABRANDS CONTENT STUDIO:
Interpublic’s Mediabrands Content Studio (MBCS), founded in November 2020, is part of the Media and Marketing Solutions division of the Interpublic Group (NYSE: IPG). MBCS is a data-driven content practice designed to network and expand the content and creative skills of Mediabrands within UM, Initiative, MAGNA, Reprise, Rapport and Orion as well as its specialized creative and content agencies around the world. By strategically combining storytelling with Mediabrands’ global data insights, MBCS develops and creates short- and long-form original, branded, performance and campaign content and offers a range of entertainment solutions including media, talent and production partnerships that make brands strong to let something grow. For more information on MBCS, see https://www.ipgmediabrands.com.