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Meta Launches Global Celebration of Rugby World Cup France 2023, a Fan Engagement Initiative


Image by Meta

Meta, the official social media and augmented reality/virtual reality supplier of the Rugby World Cup France 2023, has unveiled an array of innovative ways for rugby fans worldwide to immerse themselves in the heart of the action using their suite of apps.


As part of their commitment to enhancing the fan experience, Meta introduces the concept of the Superfans – a group of 20 fictional characters designed to embody the collective passion for the Rugby World Cup France 2023 tournament. These Superfans will be seamlessly integrated across Meta's apps, making appearances in the Paris Rugby Village, on television screens during halftime intervals, and even featured in outdoor advertising near prominent stadiums throughout France.


Each Superfan character is thoughtfully crafted to capture the essence of the participating nations. The Australian kangaroo, Irish shamrock, New Zealand fern, and English rose are among the recognisable symbols that inspired these playful characters. From celebratory poses to playful gestures, each Superfan character is imbued with a range of emotions that mirror the sentiments of fans worldwide. These characters are designed to evolve in tandem with the progression of the tournament, capturing the escalating excitement of the event.


Meta's engagement with augmented reality extends to the introduction of interactive filters. These filters feature the Superfans, offering users a gamified experience. Fans will have the opportunity to take selfies with a variety of Superfan characters using the front camera of their smartphones. Moreover, fans can partake in a playful rugby pass-catching game using the back camera, adding an element of interactivity to their experience. These augmented reality filters will evolve as the tournament unfolds, adapting to different phases of the event. Alongside this, Meta is launching animated GIF stickers via GIPHY, enabling users to express their passion in novel ways on their apps.


The Paris Rugby Village stands as the epicentre of fan engagement during the tournament. As the anticipated hub for over 30,000 attendees during the opening game alone, the village is set to be a haven for enthusiasts. Open exclusively on match days from 2:00 PM to 11:30 PM CET, the village boasts interactive walls adorned with the Superfans. This immersive setup offers fans selfie opportunities, interactive games, and animated Superfan content. The village also features a Reels Booth, providing a platform for fans to directly interact with the Superfans and create captivating Reels to share on Instagram and Facebook.


As the Rugby World Cup France 2023 commences, the Superfans will take centre stage, becoming an integral part of the fan experience. Fans can anticipate catching glimpses of their favorite Superfan characters' adventures on Facebook and Instagram.


The characters will be showcased during television breaks between matches, displayed at prominent outdoor locations in cities like Paris and Marseille, and even featured on social media accounts of content creators.


Meta's initiative to fuse augmented reality, interactive booths, and imaginative characters underscores their dedication to revolutionising the Rugby World Cup France 2023 experience. By providing fans with unprecedented opportunities for engagement, Meta invites rugby enthusiasts worldwide to unite in celebrating this monumental event.

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