"Whether fans engage on the Infinity Screen or through their phones, we're creating a fully synchronized AR experience that amplifies fan engagement like never before," said Josh Beatty, founder and CEO of ARound, in a statement.
The AR technology being leveraged by Princess Cruises and Uber Eats was debuted by ARound during the Rams' home opener last month. The tech, which is part of Stagwell's Marketing Cloud, is an indication of how marketers continue to seek new ways to tap into sports fandom.
ARound leverages an automatic camera integration that allows AR effects to be broadcast on the stadium's Infinity Screen in real time. To complement the broadcast, the company's mobile browser-based platform allows consumers to localize the AR interactions, per release details.
Through the tie-up, Princess Cruises will have an AR activation called "Touchdown Treasure" that transforms the stadium and field into cruise line destinations like Mexico and Alaska.
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