Dive Brief
- Stagwell and the Los Angeles Rams have expanded their partnership, bringing the agency network’s ARound augmented reality (AR) platform to live sports broadcasts and in-stadium experiences for brands like Princess Cruises and Uber Eats.
- Princess Cruises may have an AR activation called “Touchdown Treasure” that transforms the stadium and field into cruise line destinations like Mexico and Alaska. Uber Eats’ activation will enable fans to unlock food and beverage deals through interactive games.
- The AR technology being leveraged by Princess Cruises and Uber Eats was debuted by ARound throughout the Rams’ home opener last month.
Dive Insight
Stagwell’s ARound platform was previously utilized by the Rams at SoFi Stadium in 2022 to boost fans’ experience with the team, its players, and on-the-field motion. Now, outside brands are using the technology to extend fan engagement amongst a live sports audience that is predicted to proceed growing.
How it Works
ARound leverages an automatic camera integration that enables AR effects to be broadcast on the stadium’s Infinity Screen in real-time. To complement the published, the corporate’s mobile browser-based platform allows consumers to localize the AR interactions, in line with release details.
What it Means
“Whether fans engage on the Infinity Screen or through their phones, we’re creating a totally synchronized AR experience that amplifies fan engagement like never before,” said Josh Beatty, founder and CEO of ARound, in a press release.
Princess Cruises leveraged the tech to create a “Touchdown Treasure” experience that can transform the stadium into destinations visited by the brand’s Love Boats as Rams players race through the assorted locations. Uber Eats’ activation allows fans to acquire food and beverage deals through virtual games, like tossing food into Uber Eats bags. The offers are immediately redeemable at concession stands, which could spur a way of urgency and increased interaction.
New Developments
The ARound technology leveraged by the 2 brands allows for a convenient consumer experience, on condition that the AR effects are broadcast on the Infinity Screen with no download required. Consumers may also engage through their mobile browsers. This experience is a contrast to prior use cases of the platform, including its activation with the Rams in 2022, which required sports fans to download Stagwell’s ARound Stadium app.
Conclusion
As sports fans increasingly engage with technology, brands are in search of modern ways to tap into this enthusiasm. ARound’s partnership with Stagwell and the Los Angeles Rams is a step on this direction, providing a singular and immersive experience for fans. With its ability to broadcast AR effects in real-time and permit consumers to interact through their mobile browsers, ARound is poised to revolutionize the way in which fans interact with live sports events.
