Superfans

Meta, Official Supplier of the Rugby World Cup France 2023, is bringing its Superfans to life with a multi-channel communication plan designed by BETC Paris. Present on Meta's applications and in the Rugby Village in Paris, the Superfans characters are now arriving on television with a film in a brand new format.

The 2023 Rugby World Cup is in full swing and fans have never been so connected. Superfans, characters developed as part of Meta's activation and bearing the likenesses of the 20 competing countries, have infiltrated social networks and are hard to miss: a Gallic rooster for France, a giant shamrock for Ireland, an Australian wallaby and the famous Scottish thistle embody fan passion and provide a symbol behind which they can rally.

To imagine a creative approach that pays tribute to the fans and their passion, Meta chose BETC for creative development and advertising production. The campaign slogan "Passion is meant to be shared," is inspired by Meta's own platforms, Instagram, Facebook and Whatsapp, where hundreds of millions of fans worldwide come together to share their passion every day. The Superfans AR filters have already been tried out over 50,000 times on Instagram and Facebook.

Today, the campaign has reached a new milestone. Meta and BETC are unveiling a new format TV ad, filmed entirely by smartphone, where the classic TV screen has been transformed into 3 vertical smartphone-style screens. An original format that sets Meta apart from the noisy ad space surrounding this World Cup.

Inspired by the way fans celebrate, the film features content and conversations between eager fans and their Superfan, for an immersive and powerful look that reflects the competition. The Superfans interact with Meta's essential features (filters, stickers, interactions, etc.) and feed off the fans' energy to literally grow.