Three and Snap stage World Cup Puggerfly pitch invasions with sponsored Snappable AR Lens

Now Snapchatters can play a Puggerfly football face-off game where the user's face serves as a football rolling down a pitch. With a head tilt players can dodge a herd of Puggerfly. Players are punished for tackling the Puggerfly, first with a yellow, and then a red card. Furthermore, Snapchatters can then invite their friends to beat their score and extend the experience.

The Snappable product is a new interactive Lens that use AR that allows users to share experiences or play augmented reality games with friends, controlled using touch, motion, and facial expressions.

Kat Ward-Smith, director of brand and communications at Three, said: “Since the start of our partnership with Snapchat we have focused on creating innovation and true integration across our campaign, end to end.

“We are proud to have created another first with Snap and the new Snappable Puggerfly game where customers will be able to use all the fun features of Snappables while avoiding getting sent off by Puggerfly.”

David Norris, Snapchat’s creative lead in the UK, added: “We know how important big cultural moments are on Snapchat, and it is so exciting to bring Puggerfly back to the camera during the first weekend of the World Cup. We’ve already enabled Snapchatters to play with their Puggerfly as it learnt to walk, dance and fly; so what a great way to continue the story by creating the pitch invading Puggerfly to launch the UKs first Snappable.”

Snapchat claims to have 12 million daily users in the UK, with the app on a quarter of all smartphones in the region.