Meta is calling all Rugby fans with a new augmented reality tool. As an official sponsor of the forthcoming World Cup in France, the tech giant is creating a series of virtual experiences that will run across Facebook, Instagram, and WhatsApp. One of the first experiences includes an “avatar creator, which features six special filters for fans to transform themselves into their teams’ mascots.” Plus, three ad spots are running to hype Rugby fans for the new interaction with the tagline, “Take your passion to a new dimension,” a nod to the metaverse. YPulse research shows a growing number of Gen Z and Millennials are interested in branded AR experiences (particularly in ecommerce)—and Gen Z gamers are already familiar with the tech in their favorite esports games. (Adweek)
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