Agencies Partnering with Sports Teams and Entertainment Venues for Augmented Reality Experiences: A Look at the Future of Marketing
Augmented reality (AR) is no longer just a buzzword in the tech world – it’s becoming a powerful tool for engaging consumers in new and exciting ways. As AR technology becomes more accessible, agencies are partnering with sports teams and entertainment venues to create mixed reality experiences that are changing the game for marketing in this medium.
One company leading the charge is Stagwell, which has developed a live AR platform called ARound. This platform provides content like contests around specific games, driving consumer engagement at scale. According to ARound CEO Josh Beatty, brands can leverage AR to create interactive experiences that engage fans and offer more touch points throughout a game or event. The platform has already seen success with the Minnesota Twins, with engagement lasting more than 25 minutes per fan during the game.
Media.Monks is another agency making waves in the AR space, partnering with Meta and the NBA to create immersive VR experiences. By making NBA games viewable through Meta’s Oculus headset and producing immersive broadcasts with live commentary, Media.Monks is pushing the boundaries of storytelling in mixed reality content. Lewis Smithingham, svp of Innovation at Media.Monks, believes that the future of AR and VR content will go beyond traditional metrics like impressions, focusing instead on creating meaningful engagement that resonates with consumers.
Razorfish, the interactive agency in Publicis Groupe, is also embracing AR technology to create immersive metaverse experiences and products. Cristina Lawrence, evp of consumer and content experience at Razorfish, highlights how AR can deepen emotional connections at live events and retail spaces, transforming people’s experiences in new and exciting ways. Successful AR campaigns, like the one Razorfish created with Coca-Cola at the World of Coca-Cola, can unlock creative storylines and provide immersive experiences that draw in millions of visitors annually.
As AR and VR technology continue to evolve, agencies are looking towards new opportunities to leverage these tools in innovative ways. Lawrence mentions the potential for language learning models and AI-powered interactions to enhance consumer engagement and support scenarios in mixed reality experiences. The future of AR and VR is bright, with endless possibilities for brands to create memorable and engaging content that resonates with consumers in a whole new way.
