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