Los Angeles Rams kicks off live in-venue AR app sponsored by SoFi

Dive Brief:

The Los Angeles Rams partnered with marketing company Stagwell for a live augmented reality (AR) experience, according to a press release. The experience is sponsored by digital finance company SoFi, who has naming rights to SoFi Stadium, and was unveiled during a Dec. 4 game against the Seattle Seahawks.
Fans who download Stagwell’s ARound Stadium app can join shared AR experiences at SoFi Stadium by pointing their phones at the field to interact with fellow fans and the physical venue through 3D experiences and mini-games. Viewers at home can use the app to see a virtual stadium that mirrors what is happening live.
The activation is coined as a first for the industry and sees Stagwell placing a heavier emphasis on AR as the market proves favorable, with major players like Google and Snap also making the technology a focal point.

Dive Insight:

As consumers search for connection and authentic experiences, coined by some as a wave of “revenge living,” immersive experiences like augmented reality have seen a boost in significance. Stagwell’s latest tie-up with the Rams to bring its ARound AR technology to SoFi Stadium, which reportedly marks the first time fans can engage in a shared AR experience during an NFL game, could help sports fans feel a stronger sense of unity, especially as COVID restrictions has changed the way some view sporting events.

After downloading the ARound Stadium app, fans can point their phones at the field during Rams games at SoFi Stadium to take part in various immersive experiences that include 3D callouts of Rams players. Additionally, fans can see effects like Rampede and Make Noise appear on the Rams’ Infinity Screen video board with AR experiences timed to events like a touchdown. Those watching the game from home can also participate, viewing what in-person attendees can see.

The ARound Stadium app is a branch of Stagwell Marketing Cloud’s ARound AR platform and represents a deeper investment by the marketing company in its AR technology. ARound was first launched in August as a stadium-level shared AR platform with a tie-up between itself, the Minnesota Twins and Target Field. SoFi is ARound’s first platform partner. The latest move sees Stagwell looking to get a larger share of blended TV experiences, which ARound CEO and founder Josh Beatty described as the “future of broadcast entertainment,” per a statement.

Others are also upping their bets on AR. Among major players, Snap, in its latest earnings call, named AR as one of its three top priorities for the fourth quarter, with Snapchat seeing over six billion AR lens plays per day. Google is also showing strong interest, having added AR search features ahead of the holiday season to include tools to help consumers match makeup products to their skin tone and better visualize whether or not a pair of sneakers will fit them.