In order to help sports fans on social media show support for their favorite teams playing in the 2016 Copa América soccer tournament, MSQRD and Facebook launched a series of custom photo overlay filters.
These filters are designed to apply virtual face paint to a user's face in the style of flags from different countries around the world. Facebook users are able to create selfie photos and animated videos with the filters and use them on the social network as profile pictures.
In the past, Facebook has focused the use of photo overlay filters on helping its users to support a cause or announce a special occasion. These new filters are reminiscent of the lenses on Snapchat, which make for powerful promotional tools.
Key Themes Behind This Trend
- Custom Photo Overlay Filters
- Opportunity for brands to create custom photo overlay filters for fans to show support for their favorite teams or causes.
- Virtual Face Paint
- Potential for developing virtual face paint applications that allow users to personalize their selfies or videos.
- Promotional Snapchat-like Lenses
- Disruption in the promotional space by creating interactive and engaging lenses similar to Snapchat's filters.
Where This Applies
- Social Media
- Opportunity for social media platforms to offer custom photo overlay filters as a new interactive feature.
- Sports
- Potential for sports teams and organizations to utilize virtual face paint to engage fans and promote team spirit.
- Augmented Reality
- Disruptive innovation potential in the augmented reality space by developing advanced face paint and filter applications.
