Dive Brief: 

• Stagwell and the Los Angeles Rams have expanded their partnership, bringing the agency network’s ARound augmented reality (AR) platform to live sports broadcasts and in-stadium experiences for brands like Princess Cruises and Uber Eats, per a press release.
• Through the tie-up, Princess Cruises will have an AR activation called “Touchdown Treasure” that transforms the stadium and field into cruise line destinations like Mexico and Alaska. Uber Eats’ activation will enable fans to unlock food and beverage deals through interactive games.  
• The AR technology being leveraged by Princess Cruises and Uber Eats was debuted by ARound during the Rams’ home opener last month. The tech, which is part of Stagwell’s Marketing Cloud, is an indication of how marketers continue to seek new ways to tap into sports fandom. 

Dive Insight: 

Stagwell’s ARound platform was previously leveraged by the Rams at SoFi Stadium in 2022, mostly as a way to enhance fans’ experience with the team, its players and on-the-field action. Now, outside brands are using the technology in hopes of increasing their fan engagement among a live sports audience that is expected to continue growing.  

ARound leverages an automatic camera integration that allows AR effects to be broadcast on the stadium’s Infinity Screen in real time. To complement the broadcast, the company’s mobile browser-based platform allows consumers to localize the AR interactions, per release details.  

“Whether fans engage on the Infinity Screen or through their phones, we're creating a fully synchronized AR experience that amplifies fan engagement like never before,” said Josh Beatty, founder and CEO of ARound, in a statement.

Princess Cruises leveraged the tech to created a “Touchdown Treasure” experience that will transform the stadium into destinations visited by the brand’s Love Boats as Rams players race through the various locations. Uber Eats’ activation allows fans to obtain food and beverage deals through virtual games, like tossing food into Uber Eats bags. The offers are immediately redeemable at concession stands, which could spur a sense of urgency and increased interaction.

The ARound technology leveraged by the two brands allows for a convenient consumer experience, given that the AR effects are broadcast on the Infinity Screen with no download required. Consumers can also engage through their mobile browsers. This experience is a contrast to prior use cases of the platform, including its activation with the Rams in 2022, which required sports fans to download Stagwell’s ARound Stadium app. 

ARound was launched in August 2022 via a tie-up with the Minessota Twins at Target Field in Minneapolis. Continued bets by Stagwell on AR comes as others, like Snapchat, also hone a focus on the buzzy tech in hopes of capturing the attention of digitally driven consumers.