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.