The Capitals have created themed geofilters (available to Snapchat users inside Verizon Center) for select home games this season, including on Canadian Heritage Night, Election Night and Thanksgiving, but Capitals director of digital media James Heuser said the team wanted to come up with a way for all fans to be a part of Sunday’s celebration.
The commemorative Ovechkin filter, modeled below by Nicklas Backstrom, can be unlocked using a special Snapcode, which will be printed on the back of every Ovechkin cutout at Sunday’s game and shared on the Capitals’ social-media accounts. Once the Snapcode is scanned, the commemorative Ovechkin filter will be accessible in Snapchat for one hour, but there’s no limit to how many times a user scans the Snapcode. It will be available through Saturday.
Heuser said the Capitals are one of the first pro sports teams to do a Snapchat activation such as this one. The Chicago Blackhawks did a similar activation ahead of the unveiling of their jerseys for the Winter Classic earlier this season.
Update: The Snapcode is now live.