The Premier League has launched an augmented reality (AR) mobile experience ahead of its upcoming ‘Summer Series’, set to take place across the United States later this month.
Running from 22-30 July, the event will involve six Premier League clubs participating in nine matches across Philadelphia, Atlanta, Orlando, New Jersey and Maryland.
Launched in partnership with strategic and creative metaverse consultancy Doppelgänger, the Premier League Trophy Experience will also enable American fans to take part in a location-based mobile experience in which they have to locate 20 trophies, each representing a different club.
“We are honoured to have such a passionate fanbase in the USA, and are very excited to be giving them the chance to experience the Premier League Summer Series on home soil for the very first time,” said director of digital media and audience development, Alexandra Willis.
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“We have hugely enjoyed working with Doppelgänger to create this augmented reality mobile experience to extend this landmark moment beyond the stadium. We hope to enable even more people to celebrate with us across the USA this summer, and at the same time, learn about how fans want to engage with and interact with this innovative technology.”
Hidden in high-profile locations within the five host cities, the experience will also give fans the chance to win VIP tickets, signed shirts and Summer Series merchandise.
Doppelgänger managing director, Max Proctor, added: “AR and broader metaverse activations are helping the world’s biggest brands to build loyalty and engagement with their audiences by connecting with them in new and exciting ways.
“The Premier League has always been at the forefront of innovation and we’re delighted to work with them to help promote the Summer Series. We’re proud to play a small part in helping fans in the US to experience the magic of the league like never before.”
