Augmenting reality (AR) for marketing purposes is starting to become a lot more common as smartphone and tablet apps add more unusual features to products. For this years Rugby World Cup, all the tickets sold will feature AR content to add to the fans experience.
2.4 million tickets are due to be sold, reports create tomorrow. And using the Blippar AR app on a phone or tablet, those tickets can be scanned to reveal exclusive content hosted by Rugby World Cup 2003 winners Jonny Wilkinson, Lawrence Dallaglio and Will Greenwood previewing the match fans are attending, a 360 degree view of the stadium they are going to, and from this month a view from their seat and navigational tools to help them get to the match.
Managing Director of England Rugby 2015 Stephen Brown said in a statement: “We are delighted to introduce a Rugby World Cup first, using augmented reality technology as part of the ticket design to enable fans to engage with the tournament through interactive content, which is a really exciting piece of activation.”
With Ambarish Mitra, CEO of Blippar also saying that the combination of tickets and AR is great for consumers: “There are so many mediums and so much going on. Ultimately what works for consumers is surprises and delighting, and I believe augmented reality is a great medium for that. It’s making creativity dimensionless”
There will be four main designs each featuring legendary winning captains, John Eales (Australia), Francois Pienaar (South Africa), Martin Johnson (England) and Richie McCaw (New Zealand). While the fifth ticket is for the final featuring special gold design showing one of the host nation’s most celebrated sporting moments, Jonny Wilkinson’s dramatic drop goal in the final of Rugby World Cup 2003.
VRFocus will continue to follow all the latest news and announcements around AR and report back.