By: Sunil Kumar Singh

In the ongoing FIFA World Cup, brands are trying hard not to lose opportunities to engage the audience.

A study by Global Web Index has identified opportunities for brands to drive engagement among younger fans by using mobile technologies like location-based services and augmented and virtual reality.

AR, VR and location-based services see the highest uptake among younger World Cup Fans, and for many brands looking to capitalize on the buzz around the tournament, this tech will be an important means of associating themselves with the event, finds out the study.

As such, its fans respond well to having an emotional connection with the games, and it’s here that brands can offer this in the form of a tech-driven experience, the research finds out.

Social platforms like Snapchat are well aware of this, having launched a new tool for advertisers to let them buy most of the platform’s creative ad formats programmatically.

These include AR lenses and location-based unique filters for users to apply and share with their friends which can be associated with the event, the research notes.