The Mobile Sports World Continues To Augment Reality
For years marketers have been trying to figure out how to successfully translate the augmented reality platform into one where consumers could share experiences, brands and services in a way that was fun and cost effective, and had a solid ROI for those engaged. Platforms like Second Life have been expensive to produce and follow through on, and translating that online reality, especially in the mobile space, into a real-world benefit has been tricky and very costly.
However some recent developments in sports, around some elite platforms, may have found an effective way through. Earlier this spring Goldrun, an Augmented Reality platform that transforms traditional digital media placements into immersive and immediately shareable brand-consumer engagements, partnered with the Super Bowl Champion New York Giants to give fans a chance to “wear” the new Giants Super Bowl ring and hold the Super Bowl trophy as the players were receiving their real rings. It wasn’t done via a green screen or with bulky equipment. You didn’t even need a cameraman taking your picture. All a consumer had to do was download the platform on their smartphone, and point and shoot and the ring or trophy was dropped in. Thousands logged on to have the shared experience, a first for a sport property in the augmented reality space.
Later in the spring Cenergy, an Aurora, New York based company, launched a similar project with the Stanley Cup, with the difference being the photo had to be taken by photographers and then downloaded to the consumer. Still, thousands were able to “hold” the Cup as it went bicoastal between Los Angeles and New Jersey. The photos were shared and lots of fun was had.
Now Goldrun, who has created other engagements for movies and brands, came back with another ambitious project, this one in the global world of soccer. They partnered with Front Row Marketing Services, and The Ligue de Football Professionnel to bring the Trophee Des Champions, the French Soccer Championship trophy, into the hands of fans around the world. The TDC will be rewarded to the winner of the match between Ligue 1 champion Montpellier and French Cup Champion Olympique Lyonnais, the actual French soccer championship, which will be played on July 28 at Red Bull Arena in Harrison, New Jersey.
While the Giants platform was available to fans around the world, as any mobile platform could be, this new engagement is targeted for fans not just on one continent but two, which will make the sports augmented platform truly global for the first time.
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