Labatt brewing has partnered with Snapchat and the NHL to create a virtual Augmented Reality  hockey lens. 

The partnership is based on a QR code on specially marked Labatt beer cases, that allows buyers to snap the code via snapchat to unlock the Virtual Reality lens.

Labatt also collaborated with the NHL as part of this partnership, launching "selfie" and "gameified world lenses" that featured the jerseys of the Detroit Red Wings, Pittsburgh Penguins, Buffalo Sabres, and Philadelphia Flyers when Labatt beer cases were scanned in specific regions.

The activation of the 3 way partnership pointed to the trends of growing in home and contactless experiences during to the COVID-19 Pandemic.