Posted on 31 May 2011.
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.”