Essendon Turns to Augmented Reality to Engage Fans

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Essendon FC of the Australian Football League (AFL) recently teamed up with an agency named tkmp to create an innovative augmented reality campaign that engaged fans in a new way on gameday.

Essendon FC used digital technology to project a group of virtual footballs onto the facade of the team's stadium, the Melbourne Cricket Ground. Fans attending the match were encouraged to stand in front of a digital screen outside the venue and interact with the virtual footballs. The unique experience allowed fans a chance to see themselves projected onto the side of the stadium.

Check out the innovative campaign below:

Essendon FC and tkmp also teamed up to project some cool visuals at MCG - check it out below!

Essendon Football Club Projections from tkm9 on Vimeo.

A special thanks to Sam Attrilof nexusmg for his insights and contributions to this column!

Carlton Tests the Skills of Fans with Massive Magnatron Display

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Carlton Draught created a huge splash around the AFL Grand Final in September 2010 by erecting an enormous Magnatron game that offered fourteen (14) lucky contestants a chance to win $100,00 worth of prizes. Carlton created a replica of the game, which consumers commonly play in bars using mini-cranes to pick up plush toys and other small prizes, that stood a massive 10 stories high at the Melbourne Cricket Ground.

Carlton provided the (14) select contestants with a chance to operate a 30m crane with a 750kg magnet attached to try to pick up a variety of prizes, including a Toyota HiLux vehicle, a 10-year AFL Grand Final hospitality package, and $5,000 cash from a Carlton Draught ATM. Contestants were tasked with positioning the Magnatron over a prize they desired, lining up the magnet, and aiming to ensure that they successfully clasped a valuable item.

Consumers could enter for the chance to be (1) of (14) select participants by participating in an on-pack and/or on-air promotion that Carlton executed in the marketplace. 

Check out the unique Magnatron activation stunt below: