The Drum | Meta Touts The Metaverse’s Role In Sports In Rugby World Cup Ad

The Facebook owner is hoping to score big by pushing the metaverse towards sports ahead of 2023 tournament in France.

As the official social media services supplier for the 2023 Rugby World Cup, Meta has got the ball rolling by drumming up early enthusiasm ahead of the tournament, opening the eyes of fans to the role technology can play in heightening their appreciation of the game.

A campaign developed by BETC Paris, Havas Play and Unit9 uses the event to showcase what the metaverse can do, with Meta harnessing its full suite of apps from Facebook to Instagram and WhatsApp to thrust spectators on to the field in virtual and augmented reality.

Olivier Apers, creative director at BETC Paris, commented: “It has been a pleasure working with the teams at Meta on these augmented experiences. While the metaverse isn’t here yet, we’re excited by its potential to bring excitement for the fans around the Rugby World Cup 2023.”

Planned immersive experiences include a fan avatar creator, custom AR filters and a VR experience to share moments of celebration and agony like never before.

Credits

Brand: Meta

Brand manager: Katie Ilharreborde

Ad agency: BETC Paris

Agency managers: Guillaume Espinet, Hector Amis, Pauline Gomis

Chief creative officer: Stephane Xiberras

Executive creative director: Olivier Apers

Art director: Jeremy Treccani

Copywriter: Baptiste Szuwarski

Strategic planner: Philippe Martin Davies

Traffic manager: Celine Laporte

Creative producer: Guillaume Denecker