Facebook Launches New Features for the Paralympics Games

The Tokyo 2020 Paralympics Games will begin this week! Ahead of the event, Facebook launches new features for the Paralympics games. In coordination with the International Paralympic Committee (IPC), the new features can help users participate in Para sports and stay updated with the latest happenings and results. 

Facebook Paralympics Hub

New Paralympics Hub

Starting 23 August 2021, Paralympics fans can visit a new Paralympics hub by clicking #Paralympics. It will provide game highlights, the latest results, and up-to-the-minute insights. Together with athlete and team profiles, the hub also houses interactive elements like a games quiz. 

The Paralympics hub will also be available on Instagram via @Paralympics. Here, users can access a new AR effect to mirror the movements of the official Paralympics mascot, Someity. From there, they will be able to earn AR medals. 

Paralympics- Related Content

Facebook will also be featuring Paralympics-related content through a range of technological innovations. These include:

  • “Paralympic Games Facebook Page.” It is a dedicated page where IPC will deliver live highlights and programs about the Tokyo 2020 Paralympics Games.
  • “Paralympics Raw: Emotion Unites U.” It is an immersive WebXR experience using spatial audio and video tools. Users feel like they are in the moment as featured athletes like Abbas Karimi, Birgit Skarstein, Chan Ho Yuen, Katie Kelly, and Lex Gillette, share their stories while competing in the Paralympics. The feature is available on desktop, mobile, and Oculus browsers starting 24 August 2021.
  • Four-part film series on Facebook Watch for #WeThe15. This series highlights how sports have made a positive change for disabled communities. The movies included are:
  • Brazilian film, “The Beautiful Game”
  • New Zealand film, “A Best Friend”
  • UK film, “Wheelblazer”
  • US film, “Surf for All” or “Surfing Samurai”

Facebook launches new features for the Paralympics games on 21 August 2021.

Implications for Marketers: 

Facebook’s new features for the Paralympics games are clear signs that the platform is promoting inclusion and diversity. For marketers, capitalizing on related products and services for such an event can highly result in positive conversion and ROI. With more than 1 billion disabled people in the world, brands can market and support a cause at the same time. 


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