Nowadays football teams are searching new ways to connect with their fans. They organize special events, communicate with fans via social media and keeping an eye on cutting edge technologies, such as image recognition, virtual and augmented reality, etc.
Sponsors of big football events, such as World Cup, also try to connect football with their brands and deliver this integration in a form of experiential sports marketing campaigns. For example, Coca Cola and Pepsi has quickly emerged as brand innovators in augmented reality. Coca cola has integrated augmented reality and Facebook into their promotional campaign for the World Cup in Brazil.
Here are a few other examples of the way how engagement in sports events can be boosted using augmented reality.
1. Event Marketing for Products Launches
Adidas launched augmented reality campaign to promote the new Scotland football jersey in the Buchanan Galleries Glasgow. It turned to be a fun and engaging experience thet helped to bring fans closer to their national side. Launching the jersey in November meant they were going to get more attention with both online and offline media in Scotland.
2. Outdoor Advertising
Southampton FC has become the first Football League club to use Augmented Reality technology in a marketing campaign. Banners around the city could be scanned for the access to the club’s website, team shop and ticket office. The app ensured that fans can stay connected with the club wherever and whenever they wish. Users can also place their own face into the Southampton FC team and share it via email, Facebook and Twitter.
3. Logos as a Point of Reference for Critical Information.
The San Jose Earthquakes has transformed the team’s 2012 logo and promotional materials into cross-media designed to draw fans closer to their favorite Major League Soccer team. Using the free app, fans can aim their device at the San Jose Earthquakes logo anywhere in the world and view a special video message from top scorer, Chris Wondolowski, followed by game highlights. Even jerseys can now tell us stories.
4. Augmented Newspapers
Portsmouth FC has entertained its fans with interactive matchday programs with augmented reality. Pompey fans were able to view video content straight from their matchday programs using their mobile devices that are triggered from the team’s logo on the page. The idea was probably borrowed from The Sunday Times that augmented their Sports Newspaper Supplement some time before:
5. Products Packaging Provides Fun Experience
Budweiser created an interesting way for smartphone owners to engage with the FA Cup. They released 1.5million limited edition 568ml (pint) cans and 7 million 440ml cans in four-packs featuring the technology to activate the 3D model of the FA cup when a smartphone with a special app is pointed at the can.
Augmented reality is a great way to generate interest and excitement around football leagues and tournaments. For sports fans it is the way to connect with favorite teams and the way to have fun. Nevertheless, its role continues to grow as new technologies become accessible. Soon enough as smart glasses become mainstream augmented reality will become an integral part of the sports-viewing experience.
Author:
Augmented Pixels Co.– Augmented Reality Solutions
Product Marketing Manager
Daria Gaioshko