Snapchat Courts Gen Z Cricket Fans with ‘Cricket in a Snap’ Advertising Initiative

Snapchat is launching ‘Cricket in a Snap,’ a new advertising offering designed to connect brands with Gen Z cricket fans during the upcoming season, including the Indian Premier League (IPL). The initiative focuses on leveraging the platform’s unique position as a hub for real-time fan conversations and immersive experiences, moving beyond traditional broadcast advertising.

Gen Z Drives Cricket Culture and Consumption

Snapchat’s strategy centers on Gen Z, a demographic that significantly influences both cricket culture and consumer spending in India. According to Snap Inc., 85% of Gen Z in India follows cricket and the IPL Snapchat Newsroom. This cohort, numbering around 370 million, is the largest in the country and is driving 43% of consumption across various categories MediaBrief. Snapchat boasts over 250 million users in India, with over 90% aged between 13 and 34 MediaBrief.

Beyond the Broadcast: Real-Time Engagement

Snapchat differentiates itself from traditional media by positioning itself as a “second screen” experience where fans actively create and share content during matches. Yagnesh Ravi, Ad Solutions Lead at Snap Inc, India, emphasizes that Snapchat is “where people arrive to create—they create Snaps, generate content, and experiment with AR” MediaBrief. Over 90% of Snapchatters second-screen during matches, engaging in conversations and sharing reactions in real-time Snapchat Newsroom.

New Advertising Formats for Immersive Experiences

‘Cricket in a Snap’ introduces a suite of advertising formats designed to capitalize on this engagement, including:

• Live Sports API: Powers AR environments with real-time match data.
• AR Fan Zones: Offers branded experiences like Locker Room and Nets Practice.
• Surface Tracking: Anchors branded Lenses to the playing surface for immersive experiences.
• AR Bar Branded Lens: Creates exclusive branded Lenses triggered by trending cricket searches.
• Post Capture Stickers: Allows users to add branded overlays to their Snaps.
• Creator Partnerships: Collaborations with Snap Stars for authentic content creation.

Brands Join the Conversation

Snapchat encourages brands to participate in the organic conversations surrounding cricket, rather than simply interrupting them. Ravi advocates for brands to “join the banter and not just the broadcast” MediaBrief. The platform is seeing significant interest from advertisers across various categories MediaBrief.

Official Team Content and Player Perspectives

Snapchat is also featuring official content from teams like Mumbai Indians, Gujarat Titans, Chennai Super Kings, Punjab Kings, and Delhi Capitals, alongside analysis from JioStar, Sportsyaari, and CricTracker Brand Equity. This aims to provide fans with a more personal view of cricketers beyond their on-field performance.

Snapchat believes its platform offers a unique opportunity for brands to connect with Gen Z cricket fans in a meaningful way, fostering authentic engagement and driving consumer impact.