In a similar move to that Mindshare used when coming up with a new way to help people interact with the Lynx ‘Angels’, adidas UK used the same technology to help fans get closer to their Scotland heroes.
It took place in Buchanan Galleries, Glasgow on 11th November and was shown on a big screen in the shopping centre. Peopler were encouraged to stand on the marked out spot and could then see themselves standing next to one of the Scotland stars.
This format is really fascinating and brings fans closer to the action. Not only is it great for the people who are there it is also still novel enough to gain good PR, helping to reach an even greater audience.
Here is the video, what do you think of it?
(editors note: adidas is a current client though I wasn’t involved in this activation…sadly)
Tottenham Hotspurs is set to trial a piece of innovative internet marketing technology which will allow its fans to watch video footage of their favourite goals by pointing their mobile phones at the club emblem.
The Premier league club has hailed the technology as revolutionary.
The augmented reality technology, called Aurasma, has already been used by Debenhams, Tesco, and other high-street brands in their marketing activities.
Aurasma is owned by Autonomy, which is a Spurs shirt sponsor.
Tottenham will use the technology for the first time this weekend during its match against bitter rival Arsenal.
Fans who point their mobile phones at the Tottenham team emblem will be able to watch live video footage of Premiership goals scored by the team this season.
They can either point it neighbouring fans wearing the kit, the players on the pitch, or the emblem in the club programme.
Spurs: readies augmented reality app for tomorrow’s match against Arsenal
Manchester City FC have again shown they are at the forefront of digital technology when it comes to engaging with fans. After seeing some great new tech in their membership cards (something I’ll be covering soon) they have brought out an Augmented Reality app to celebrate their FA Cup win earlier this month.
The app allows fans the chance to have a clip of them celebrating with the FA Cup itself….well almost, you print off a ‘marker’ and film yourself using your webcam. The AR app takes care of the rest, replacing the marker with the trophy. Simples!
They managed to turn it around in record time after deciding not to commission anything before the Final as they didnt want to jinx their chances, probably a sensible move. Instead they have put this together in a little over a week, which is quite staggering with high-end digital production company Specialmoves.
Ian Cafferky, Chief Brand and Commercial Officer for City, said, “This kind of digital technology is only the beginning of what we have in store for fans next season. Our new Membership cards lets us give fans great Augmented Reality features, and will allow fans to interact with the Club like never before.
“Supporting City should be fun, that’s why we have enabled our fans to share their pictures on Facebook with other Blues from around the world.”
Darrel Wilkins, Creative Director at Specialmoves, the high-end digital production company that created the FA Cup app, said: “We wanted to give Manchester City fans the opportunity to lift the FA Cup. Our Augmented Reality app gives fans an extra outlet to celebrate the win and continue the banter.
“We’re really excited to be working with Manchester City Football Club, helping then create innovative digital interactions for their fans. We’re sure there will be more great stuff to come.”
![‘The Future of Football’ [video]](http://www.theuksportsnetwork.com/wp-content/themes/gazette/thumb.php?src=http://www.theuksportsnetwork.com/wp-content/uploads/2013/06/adidas-future-of-football.jpg&h=35&w=35&zc=1&q=90){kind=small}
