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Special Project

Special Project
From the 16th Annual Shorty Awards

USWNT Team Tracker

Entered in Sports


As millions of fans worldwide tuned in to watch Team USA compete in the FIFA Women's World Cup, the team faced a significant challenge: how to keep their fans engaged from fourteen time zones away. The US Women's National Team challenged us to find a way to electrify the live games for fans, driving engagement pre, during, and post match. 


Strategy and Execution

Introducing the USWNT Team Tracker: a first of kind AR-powered second-screen experience, that revolutionizes how fans interact with live matches at home, by combining advanced AI and machine learning to deliver real-time in-game stats and player stories. 


Snap AR technology enhanced the viewing experience and sparked fan conversations, with stories and stats that kept hearts pounding from kick-off to final whistle. Personalized 3D Bitmoji avatars brought the games to life, with real-time reactions bringing fans closer to the excitement, and immersing them in the action. Fans captured the spirit of the Women’s World Cup with custom selfies alongside animated Bitmojis of the USWNT players, bringing a playful, personalized twist to soccer fandom.



Leveraging custom data API, we've intricately integrated live tournament stats into the AR lens, creating Snapchat's most complex live data lens yet. This innovative approach, a first for soccer and team sports,



Despite Team USA's journey ending prematurely, TEAM TRACKER's success continues; this AR experience will now be a permanent part of the US Women's National Team's fan strategy. Demonstrating  the remarkable potential of AR to unite fans with their heroes. Alongside that, we saw the following results:


Video for USWNT Team Tracker

Entrant Company / Organization Name

US Women's National Team


Entry Credits