The Facebook owner is hoping to score big by pushing the metaverse towards sports ahead of 2023 tournament in France.
As the official social media services supplier for the 2023 Rugby World Cup, Meta has got the ball rolling by drumming up early enthusiasm ahead of the tournament, opening the eyes of fans to the role technology can play in heightening their appreciation of the game.
A campaign developed by BETC Paris, Havas Play and Unit9 uses the event to showcase what the metaverse can do, with Meta harnessing its full suite of apps from Facebook to Instagram and WhatsApp to thrust spectators on to the field in virtual and augmented reality.
Olivier Apers, creative director at BETC Paris, commented: “It has been a pleasure working with the teams at Meta on these augmented experiences. While the metaverse isn’t here yet, we’re excited by its potential to bring excitement for the fans around the Rugby World Cup 2023.”
Planned immersive experiences include a fan avatar creator, custom AR filters and a VR experience to share moments of celebration and agony like never before.
Brand manager: Katie Ilharreborde
Ad agency: BETC Paris
Agency managers: Guillaume Espinet, Hector Amis, Pauline Gomis
Chief creative officer: Stephane Xiberras
Executive creative director: Olivier Apers
Art director: Jeremy Treccani
Copywriter: Baptiste Szuwarski
Strategic planner: Philippe Martin Davies
Traffic manager: Celine Laporte
Creative producer: Guillaume Denecker
TV producer: Slim Trabelsi
Production company: General Pop
Agency producer: Jeremie Vitard
Post production: Digital District