A new dimension for your passion

The next Rugby World Cup will take place in France in 2023. Meta, as official supplier to the global event, produced a campaign to rally supporters a year before the start of the tournament. The effort was developed in collaboration with partner agencies BETC, Havas Play, Havas Events and Unit9, all of whom work alongside Meta Creative X, the integrated global agency that drives the creative vision for all Meta brands.

The tension is more that people don’t really see the role of technology in their love of rugby. They like the excitement of the matches, the atmosphere in the stadiums, the fun they have with the other fans, but they don’t see the role or the benefits that technology could have in that. Thus, Meta wanted to show how technology can develop their passion for sport. Fans care about the game, the team, the kits… But what can technology add to that?

The Rugby World Cup, an open window on the metaverse

This is an opportunity for Meta to give a new dimension to the passion of all rugby fans thanks to augmented reality, virtual reality and the Meta family of applications (Facebook, Instagram, WhatsApp).

Meta has developed a series of immersive experiences such as a fan Avatar Creator, VR and exclusive experience as well as six special AR filters available on Meta’s platforms, to help fans around the world get into the spirit of the competition.

BETC Paris has created a digital campaign to amplify the effort and translate the promise of the brand’s involvement in its partnership.

Olivier Apers, Creative Director of BETC Paris, said: “It has been a pleasure to work with the Meta teams on these augmented experiences. Although the metaverse is not here yet, we are excited about its potential to spark enthusiasm from the fans around Rugby World Cup 2023.”

As the official social media service provider, Meta will support the tournament’s mission to make Rugby World Cup France 2023 a moment of sharing and celebration in all regions of France and the world. Meta will become the place where rugby fans from all over the world will meet to follow their favorite team and players, learn from the organizers and share their passion for rugby, before, during and after the competition.

This is just the start of the immersive experiences Meta is creating around the Rugby World Cup, stay tuned for more activations in 2023.

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