(IPG’s New Mediabrands Content Studio makes history with MARadona: the tribute of the century.)
MEXICO, November 24, 2021– (COMMERCIAL THREAD) – Mediabrands Content Studio (MBCS) and Rufus, Mediabrands’ exclusive agency for Amazon, are proud to announce the launch of a new Snapchat lens of revolutionary branded content, MARadona: the tribute of the century, (Lens) – in honor of the new Amazon Prime Video series, Maradona: Blessed Dream. The state-of-the-art lens, which was created in homage to Diego Maradona’s ‘Goal of the Century’, marks the first time Snapchat has used next-generation augmented reality body-tracking technology, musical soundtrack and voiceover. registered in Latin America.
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Mediabrands Content Studio Launches First Snapchat Lens in Latin America to Use Body Tracking Technology, Soundtrack, and Voiceover to Promote Amazon Prime Video’s New Documentary Maradona (Graphic: Business Wire)
The historical lens allows Snapchatters to physically simulate and experience the sights and sounds of “El Diez“as he scored his legendary goal at Azteca Stadium in 1986. As the Snapchatters attempt to recreate the signature athlete’s gestures, Snapchat’s augmented reality body-tracking technology reads the body movements of participants in the using “anchors” which identify and confirm that the players have adopted the correct leg, torso, arm and head position. As people attempt to beat the clock and move forward, the goal is playing the singer Argentinian Rodrigo’s, the original recording of “The mano of Dios“(God’s hand), a song written in honor of Maradona.
When a fan mirrors all of Maradona’s original “giro, pique, finta, toque and Barrilete cÃ³smico” stages, they achieve their own goal of the century while a one-of-a-kind audio voiceover encourages them to victory. Fans can then share recorded versions of their attempts and invite others to interact with the Lens.
The activation of Maradona is part of a larger overall advertising and media strategy that MBCS and Rufus have developed to promote the new Amazon Prime Video series. Taking the home watching experience to a new level, audiences can now watch the football star’s life journey on camera, then personally relive the greatest moment of his career.
“Launch Blessed dream of Maradona has been one of the most touching campaigns in our region. Having the creative participation and innovation of MBCS and Snap teams has been a remarkable experience in continuing to generate valuable content for our audience, âsaid Patricio GonzÃ¡lez De LeÃ³n and Giannina Trejo on behalf of Amazon Prime Video.
Already available for Snapchatters in Mexico, Chile and Peru, the Lens will soon be activated in the rest of Latin America, with a strong focus on Argentina. It will then be available abroad in certain markets.
âWe are delighted that the Lens has been so well received internationally. Working closely with our media partner Snapchat has been instrumental for us at MBCS – allowing us to fully achieve our goal of infusing culture. If we succeed in both entertaining public social networks by offering them the opportunity to be part of MARadona: the tribute of the century and by interacting with the content of Amazon Prime Video, we will have achieved our goal, âadded Alita Pereyra, Regional Creative Director of Mediabrands Latam, who developed and oversaw the campaign.
The innovative activation was designed as part of a recent joint MBCS / Snapchat hackathon in which over 100 creative leaders participated, representing 12 different countries in the MBCS network. The Lens becomes the first of 21 original content concepts to launch.
“We are extremely proud to present Snapchatters to MARadona: the tribute of the century. This extraordinary work is only made possible thanks to our close relationship with Amazon and our close collaboration with Snapchat. This is the first of many global strategic partnerships that we look forward to developing with our media partners and clients around the world, âsaid Jill Gorecki, Executive Vice President, Executive Director of Strategic Content Partnerships at MBCS.
To activate the Maradona Lens, the public can access it by clicking on here.
ABOUT MEDIABRANDS CONTENT STUDIO:
Founded in November 2020, Interpublic’s Mediabrands Content Studio (MBCS) is part of the Media and Marketing Solutions division of Interpublic Group (NYSE: IPG). MBCS is a data-powered content practice designed to network and develop the content and creative capabilities of Mediabrands within UM, Initiative, MAGNA, Reprise, Rapport and Orion, as well as its creative and content agencies. specialized, all over the world. Strategically combining storytelling with global data from Mediabrands, MBCS develops and creates original, branded, performance and campaign content short and long and provides a suite of entertainment solutions including the development of media, talent and production partnerships. which powerfully develops brands. For more information on MBCS, please visit https://www.ipgmediabrands.com.
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Regional Director of Communications, Latin America