Bud Light is using AR to hype up Millennial football fans.

Bud Light is using AR to hype up Millennial football fans. In NFL team apps, users can now paint their faces in specially-created filters for favorite teams (similar to Snapchat lenses) sponsored by the beer brand. The NFL’s ratings have dropped 10% from last year so far, and moves like this are meant to reel back in young viewers (who may be spending more time with new entertainment like esports). “[M]aking the sport fun and innovative…in a socially shareable fashion” is part of the plan to boost the NFL’s social presence—and ratings. (Mobile Marketer)