Augmented Reality (?) in the Super Bowl

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Written on Friday, February 11, 2011


When the Pittsburgh Steelers and the Green Bay Packers take the field at the Dallas Cowboys Stadium in Arlington, Texas for this year's Super Bowl later today, fans will be able to enrich their experience with Augmented Reality (AR) extras, courtesy of USA TODAY and the junaio AR browser.
The Friday, 4 February edition of USA TODAY came with a 360-degree tour of the Dallas Cowboys stadium, presented by Jerry Jones, stadium and Cowboys owner, along with interior and exterior highlights. The Monday, 7 February edition will give readers a 3D view of the ‘Play of the Game’ in an animated sequence, with an option to receive player stats. Both AR experiences are being sponsored by Pepsi and Papa John's.
The Stadium Tour gives the user a 360-degree view of the stadium as he/she moves the camera around his own position. By clicking on the screen, the user can jump to the players’ entrance or the changing rooms.
The ‘Play of the Game’ feature in tomorrow’s edition of the newspaper will enable users to view the players’ moves from different angle by adjusting the position of their phone, relative to the picture in the newspaper.
"This cooperation between USA TODAY and junaio is another great example of our vision of the 'Augmented City' and how AugmentedRreality is able to bring additional value to everyday life,” says junaio developer, Peter Meier.
There’s more information in a video here.

but let's be honest, that's hardly what you expected, isn't it?

Augmented reality in any sports match means being able to view live information and statistics on players' performance, pace of the ball, trajectories, etc, etc. all on your phone screen. All the cool stuff you can see on Fifa and Pro Evo and other sports simulation games, as overlays on your replay, or real-time play.
How cool would it be to be able to see all the player names when you were actually in the stadium, just through your phone!?

I'm sure the people at the sports equipment industry are already prototyping about this and I don't think it will be too long before we start seeing 'smart' sports shirts who wirelessly transmit location information, which allows 

From a romantic point of view, I know this would definitely take out of the genuine experience of watching matches - the more technology you put in you start taking out of the purity of it. But, being realistic, it's all about the viewer - the spectator. That's the customer - whether in the field or at home - and in the sports club's efforts to bring people into the stadium, I'm sure this sort of stuff will soon start getting trialed out in a stadium near you.

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1 Comment

  1. Dean | July 4, 2011 6:42 AM

    The SuperBowl is one of the best example of multi platform and cross-platform marketing. NFL's campaign ranges from TV Ads, social media and flyers.

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