Pokemon Go showed the world what is possible with AR. More than 750m people have played the game, generating $1.2bn in revenue to date. The engagement statistics are key, however, with each user spending 26 minutes in the app on average. How can sports brands piggy bag this success story? AR games around arenas on match day are easy to create, engaging for fans and can drive revenue if you know how. And we do.
2. Bring your brand to life:
Let’s use Coca-Cola as an example. They are sponsoring the World Cup in Russia, once again. A major campaign that will be all encompassing and visible. What if Coke used AR to bring every can to life? AR can do that, it can turn every can or bottle or poster or magazine advert into a portal through which Coke can send content. Perhaps when you hold a Coke AR app up to the can, you get the latest highlights of the match, or you get the chance to watch carefully crafted content from the campaign, or every Coke can becomes a goal and you create an AR game where players have to shoot an AR football into the can. Your high score and a picture can then be shared directly to social media by one click. With AR, a can can (sorry) be more than just a can.
3. VR – the audience is out there:
As with any new technology, the will always be doubters. 2018 has been dubbed the year of AR, but 360° video is enjoying an incredible growth in audience on social media. In 2016, 280m people consumed 360° video on Facebook alone. That number leapt to more than half a billion last year. More than doubling. 70m people uploaded their own 360° photos to Facebook. Headset sales are steady if not spectacular, but VR does not need to be consumed in the headset to capture the imagination. Every web browser now supports 360° video, as does Twitter, YouTube and other social platforms. And statistics suggest the impact and engagement with 360° video is much higher than traditional 2D video.
4. Audiences want more engaging immersive experiences:
You need to work harder than ever before to create content that cuts through. The social media generation need more than you have ever given before. They want different and more engaging experiences. And VR and AR can provide a better way of activating sports sponsorship. This is the view of Jean-Pierre Diernaz, vice president for marketing at Nissan Europe: “Sports sponsorship gives you the entry ticket to access engaging content in an agile way. As a way to deliver logo impressions, sponsorship doesn’t work. As a way to deliver content, it does.”
5. Throw everything at it:
If you are going to enhance your sponsorship by using these incredible new technologies, don’t dip your toe in and hope that’s enough. The brands who are making the most of these opportunities, realise they need to jump in with both feet. Create content around the main event and use social media to build excitement and be innovative in the way you build your campaign. Doing things by half will deliver a disappointing result. So, pick the right partners, commit to the project and the results will surprise and delight you.