How the NFL is taking a cue from Pokemon Go to extend fan engagement.
Augmented Reality or AR is becoming the go-to tech for brand managers concerned with ever increasing demands for ever increasing fan engagement. Sports franchises are supported by consumer brands who also seek the same holy grail of extended, authentic brand engagement. As sports teams, creative properties, music artists and other businesses with large fan communities realize the potential of monetizing their brands (and their sponsor’s brands) a picture is emerging (pun intended).
Augmented Reality combines mobile devices, computer vision and recognition and rich media (animation, interactivity, video, etc.). As brands develop and release apps as a mechanism to engage brand fans, they are struggling with several issues including:
- low velocity of app adoption
- how to extend the brand relationship beyond the game or concert or other event
- how to engage with the mobile fan and monetize the brand
- how to extend social sharing (amplification) of the brand and offers
AR is proving to be an effective tool in the brand manager’s experiential arsenal. Here’s how it works.
1. A team or music artist deploys an app for their fan community. This app is promoted at events to fans. Simple, right? Not so fast.
A football game or concert is a sensory smorgasbord – getting 50K people to pay attention to the app takes extraordinary measures. Teams and sponsors need to have their message literally jump off the screen if they are to get noticed in the frenetic marketplace of the event.
2. Teams and other fan communities use Software Development Kits (SDKs) to add computer vision and augmented reality to their app. This allows mobile devices with the app to recognize objects and deliver content.
This content can be animation, punchy, short videos or other exclusive content that fits the brand strategy of the host or the sponsors. It is important that this content fits the brand and is authentic to the brand – both in message and production quality.
3. Promotion is executed at the event – for example, The Denver Broncos had fans scan a specific cup to unlock an Augmented Reality experience. Posters where the cups are sold tell the fan to download the app and receive the exclusive experience.
4. The media is the message. In many ways, AR works because of it’s very nature. It’s exciting. The fan points their mobile camera at the designated device and things happen in a virtual world. Ideally the SDK should allow the fan to take the content with them, saving it to their device – inevitably to be shown and shared with friends for weeks after the big game.
NEXREF’s SDK allows saving plus supports multiple, custom calls to action. For example, after a short, exciting AR experience, three buttons pop up.
- Buy Now
- Get Coupon
5. Brand managers track user data for marketing and conversion optimization, ever improving implementations of the strategy and keeping fans paying attention and engaged. As a bonus, Augmented Reality delivers monetization opportunities with higher rates of sharing and app adoption.
NEXREF provides the simplest solution to bring authentic AR experiences to your audience and sponsors. The company also provides a white label app with robust features, customization and reporting.