Premier League AR Trophy Hunt: Engaging Fans Across America

Premier League AR hunt engages fans, boosts Summer Series excitement


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The Premier League, in collaboration with Doppelgänger and ROSE, developed an immersive augmented reality (AR) trophy hunt to ignite excitement for the upcoming 2023-2024 season. This innovative experience was designed to captivate fans in select cities and extend the thrill to supporters nationwide. The AR hunt was part of the Premier League Summer Series, an initiative aimed at engaging American fans and setting the stage for the upcoming season's excitement. This unique campaign allowed fans to participate in the hunt for the '24 Premier League trophy, even in cities where no actual matches were being played. It served as a platform for teams to establish their presence and make fans feel valued and connected to the league.

The AR scavenger hunt was a creative way to showcase the Summer Series cities and all 20 Premier League teams. By leveraging AR technology, the experience could be easily set up without the need for physical advertising permits. This allowed fans to engage with the Premier League in a new and exciting way, fostering a sense of anticipation and enthusiasm for the upcoming season. The interactive nature of the hunt made it a powerful promotional tool, generating buzz around the Summer Series games and creating a dynamic platform for fans to express their support for their favorite teams.

The AR experience was designed to be accessible and user-friendly, with a focus on seamless engagement for fans both in and out of the Summer Series cities. A Content Management System (CMS) was utilized to manage location-based interactions, distinguishing between at-home and in-city users. Each of the 100 city locations had its geofence and team assets, linked across cities for seamless user transitions and updates. This approach ensured that fans could easily navigate the experience and access relevant content based on their location, enhancing their overall engagement and enjoyment of the hunt.

For fans outside of the select cities, a separate AR experience was created to allow them to participate in the excitement. This included interacting with the Premier League trophy in AR, using a face filter for unique photo opportunities, and entering a sweepstakes for exclusive Premier League merchandise. This ensured that all fans, regardless of their location, could be a part of the Summer Series excitement and feel connected to the Premier League and its teams.

Rrahul Sethi
June 18, 2024
5 min read