Fox Home Entertainment Is Putting Snapchatters on Stage With Queen During Super Bowl LIII

AR lenses promote the home video release of Bohemian Rhapsody, let users pick teams

The Queen song you hear will depend on the team you pick and whether they win or lose Fox Home Entertainment/Snapchat
Headshot of David Cohen

Fox Home Entertainment teamed up with Snapchat on a unique way to tie in the home video release of Bohemian Rhapsody with Super Bowl LIII.

“A lot will happen around the Super Bowl from a marketing point of view,” Fox Home Entertainment executive vice president and co-head of marketing James Finn said. “We wanted to do something distinct. Snap is a great partner of ours, and we work with them often.”

Bohemian Rhapsody tells the story of iconic rock band Queen, and Finn pointed out, “Sports and Queen will always be connected,” noting the frequency of songs like We Will Rock You, We Are the Champions and Another One Bites the Dust being heard at sporting events.

Snap Inc. head of entertainment business solutions Amber Buhl concurred, saying, “It doesn’t hurt to have three extremely popular songs that fit perfectly with the Super Bowl on Sunday.”

Lead singer Freddie Mercury’s reunion with his Queen bandmates at the Live Aid concert in 1985 is considered by many to be one of the greatest rock performances in history, and Fox Home Entertainment and Snapchat focused on it when developing their AR Portal experience.

Fox Home Entertainment/Snapchat
Fox Home Entertainment/Snapchat
Fox Home Entertainment/Snapchat
Fox Home Entertainment/Snapchat

Here’s how it works: Snapchat users can choose between the New England Patriots and the Los Angeles Rams at their start of their lens experiences.

This Snapcode unlocks the Bohemian Rhapsody lens

Switching to their devices’ rear-view cameras will enable them to “join” Mercury and the rest of Queen onstage at Live Aid, and Mercury’s iconic leather jacket will appear in the colors of the team selected by the user.

Once the Big Game ends, Snapchatters who chose the winning team will hear We Are the Champions, while those who picked the losing squad will be serenaded with Another One Bites the Dust.

If the Patriots win ...
Fox Home Entertainment/Snapchat
If the Rams win ...
Fox Home Entertainment/Snapchat
A look at both lenses
Fox Home Entertainment/Snapchat
An evergreen image from the lens
Fox Home Entertainment/Snapchat
Fox Home Entertainment/Snapchat
Fox Home Entertainment/Snapchat

“A lens with people dressed up as part of the team will spur more engagement,” Finn said. “The winning team being featured and the adjustment on the lens will really be impactful to the audience. This is more than just doing something within the AR space: It’s something dynamic and allows the audience to have an active role.”

People can also swipe upward on the lens to purchase Bohemian Rhapsody immediately via iTunes, without leaving the Snapchat application. The film is currently available digitally, and it will be released on Blu-ray, DVD and 4K Ultra HD Feb. 12.

“Fox Home Entertainment did an amazing job of taking its film and seamlessly weaving it into a massive cultural event,” Buhl said. “It leveraged the full-funnel capabilities of our products, from the awareness push with creative to being able to swipe up at the bottom and purchase Bohemian Rhapsody via iTunes.”

She added that as of the third quarter of 2018, people were using Snapchat for an average of over 30 minutes per day.

The Fans. The Brands. Social Good. The Future of Sports. Don't miss the upcoming Brandweek Sports Marketing Summit and Upfronts, a live virtual experience on Nov. 16-19. Early-bird passes available until Oct. 26. Register now David Cohen is editor of Adweek's Social Pro Daily.