Premier League

Fans Across the US Join The Hunt For The Premier League Trophy In AR

 
 

To drum up excitement for the 2023-2024 Premier League Season and specifically the U.S.-based Summer Series, ROSE worked with the Premier League and their creative agency Doppelganger to create an augmented reality trophy hunt. In this experience, fans in the designated Summer Series cities could hunt for virtual trophies around their city for entries into the Premier League’s Summer Series giveaway. For fans outside of the participating cities, an at-home version allowed users to support their favorite team and experience a trophy reveal in AR.

ROLE: CREATIVE DIRECTOR, UX DESIGNER

TEAM:
JOURDAN JOHNSON, ART DIRECTOR
STANO BAGIN, UI DESIGNER
ASHLAND DAMRON, JR ART DIRECTOR + ANIMATOR
SAVANNAH RHEINHART, PROJECT MANAGER
PAWEL MACZKA, AR ENGINEER
SARA SOSEMAN, ACCOUNT DIRECTOR
PETE O’NEIL, DIRECTOR OF TECHNOLOGY

PARTNERS:
PREMIER LEAGUE, CLIENT
DOPPELGANGER, STRATEGY

During the inaugural Premier League Summer Series, the Premier League aimed to engage American fans and convey the message that despite no points being at stake, the hunt for the '24 Premier League trophy was ON!

THE OPPORTUNITY

With the Premier League’s first foray into games in the U.S., Premier League was looking for a way to engage fans and drum up excitement for the matches, despite them being exhibition games. These games are the teams' first opportunity to set the tone for the season and U.S. fans have the distinct opportunity to witness the first gameplay of the season and show their favorite teams that they have a fan base across the pond.

 

TARGET AUDIENCE

This activation targeted Premier League fans across the U.S. with a distinct focus on the 5 Summer Series cities: D.C./Maryland, Philadelphia, Orlando, New Jersey / New York, and Atlanta. The activation needed to target users in those cities specifically while also providing fans across the U.S. with a way to interact with their favorite team and support the League.

 

STRATEGY

  • Underscore that these games, while not adding points, are still important to the hunt for the Premier League trophy

  • Provide a way for fans to show support for their favorite team and the Premier League at large

  • Uniquely showcase the Summer Series cities, as they are hosting the League 

  • Advertise the Summer Series games

SOLUTION

We designed a location-based augmented reality trophy hunt experience that allowed fans in Summer Series cities to collect virtual trophies for the opportunity to win match tickets.

For fans outside of Summer Series cities, we created a separate experience for fans to select their favorite team, see their trophy in AR, and unlock entry into the at-home sweepstakes.

HOW IT WORKS

In-City

Users in the Maryland/D.C., Philadelphia, Orlando, New York/New Jersey, and Atlanta areas can use the in-experience map to discover and locate 20 trophies in the run-up to Premier League’s first-ever Summer Series. Upon entering a trophy boundary, users tap to reveal a 3D trophy and collect the respective badge to add to their trophy cabinet collection.

By collecting trophies around the city, users gain entries into the Premier League’s Summer Series giveaway. Fans can take photos and videos with their collected trophy, as well as turn themselves into the trophy using the face filter.

 

At Home

For those who are not located in one of the Summer Series, users can activate this augmented reality experience at home to show support for their favorite club, see the Premier League trophies in augmented reality, pose with the face filter, and share on social media. They are also given the chance to enter to win Premier League merchandise. 

 

Results

+33,000

Users

+47 Sec

Combined avg engagement time

95%

Form completion rate

39%

Of users started sweepstakes form

 

Marketing The Experience

As part of the project, we developed the narrative and designed promotional videos for the activation for each city as well as a generic promotion for those outside of the Summer Series cities. These trailers were designed in multiple ratios for use across different social media platforms. Additionally, we created several static image assets to be used for ad campaigns.