It's the world premiere of Snapchat's offer of a "Snapchat lens", a personalized and animated filter, based on object recognition technology to change a user's face.
Olympique de Marseille is part of about ten of the top clubs that have done it starting today, along with FC Barcelona, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus.
All Marseille fans, all over France, will be able to take a selfie and juggle their heads like Remy Cabella, then they can share the video to prove their affiliation and support for Marseille.
"This collaboration with Snapchat is perfect for the club's new approach to innovation. It's essential that Olympique de Marseille continue to regularly offer its supporters new ways to interact with each other and with their common passion for the club," explains Jean-François Richard, Olympique de Marseille's Deputy General Marketing and Sales Director.
The Marseille filter is exclusively available, all over France, on Friday, January 20th, at 1:00pm to Sunday, January 22nd at 11:59pm.
Then, the filter will be available for the rest of the season at the Orange Vélodrome, in the official Olympique de Marseille shops and at the Robert Louis-Dreyfus Center.
Snap Code OM
There are more than 50 million active Snapchat users in Europe and 150 million in the world.
Snapchat users watch more than 10 billion videos every day.
More than 2/3 of the app's regular users create their content everyday.
The "lens" is based on object recognition technology to transform a face. Simply, this technology creates an approximate image of both eyes and a nose, it is not facial recognition.
The carrousel of "lens" is a daily update with innovation to stimulate to desire to connect everyday.
Since the beginning of the year, the duo "lens" has launched, for example, the "dog lens" that works on two faces at the same time.
The "lens" is different from a filter.
Taco Bell's "lens," which let users turn their faces into a taco during the 2016 Superbowl, registered 224 million views in 24 hours.